Toyota 2010 Annual Report Download - page 13

Yoshinori Noritake
Toyota Passenger Vehicle
Development Center 2
Chief Engineer
TOYOTA ANNUAL REPORT 2010 11
High QDR Features at an Affordable Price
High QDR features at an affordable price are indispensable in India. Toyota began developing
its first B-segment car for the Indian market by placing the highest priority on developing an
affordably priced vehicle that is within reach of middle-class (family users) while providing value
that is a step above the average and focusing on three selling points: “Highest Quality in its Class”
with the inheritance of Toyota QDR, “Comfortable and Enjoyable Space for All” with superior
seating comfort and storage and “Refined Style” that is unique to the market.
Global Safety Standards
Toyota conducted thorough safety research with regard to the Indian Etios. Customers in
India often use vehicles to transport family members to and from different locations and on
trips. Therefore, a sense of security when transporting precious family members is an essential
requirement. Toyota pursued safety performance from both active and passive perspectives,
focusing on safety requirements that surpass those of the competition.
Local Climate Countermeasures
In addition, when creating measures to counter the rusting and flooding that are possible in
India’s diverse climate, we began by determining the areas on the body where rusting most easily
occurs. To this end, body engineers traveled all over India, from coastal to inland regions, to verify
areas prone to rusting and the severity of its occurrence. Based on this information, we are one of
the few companies to adopt a rust-resistant sheet for sensitive areas. In consideration of the road
flooding that frequently occurs during the rainy season in India, parts easily damaged by water,
such as electrical components, sensors and shock absorbers, were designed to alleviate moisture-
related problems and ensure high reliability.
By selecting functions and equipment deemed necessary from the customers’ perspective, the
Etios truly embodies the idea of a high-quality vehicle at an affordable price based on Toyota’s
high standards of quality, durability and reliability.
Etios Development
“In 2006, I visited India to determine the price range
that was a󰮏ordable to customers there and nd out
exactly what customers were looking for in terms of
performance, functions and equipment. During my
visit, I encountered severe weather, narrow roads,
chronic tra󰮐c congestion and rough road surfaces,
and observed that parking spaces were extremely
limited. Experiencing this environment first hand,
I understood the importance of B-segment cars
to this market and was able to gain first-hand
knowledge of the basic performance most suited
to this environment.
After our visit, we interviewed and surveyed a
total of 700 customers in the summer of 2006 to
clearly identify and further understand what is important to customers when purchasing a
B-segment car. We found that cost, fuel e󰮐ciency, space and style are all major concerns.
We also discovered that Indians expect vehicles to break down and that they are prepared
to x them if they do.
By creating a vehicle that thoroughly incorporated these findings and provided
performance and equipment at a price consistent with the customers’ perspective, we felt
condent that demand from Indian customers would be high. We also recognized that,
by incorporating Toyota’s strong QDR qualities to introduce a “failure-proof car” into the
market, we would also be able to reduce running costs and pleasantly surprise customers
who have come to expect breakdowns as a fact of life. It was in this spirit that the Etios
was created as an a󰮏ordably priced vehicle that is a class above the competition.
The name Etios is based on the Greek word “ethos,” which means spirit, character and
ideals. When we conducted local preference
surveys to determine which name resonated
most strongly with the people of India, Etios
stood out as the overwhelming choice.
The Etios was developed and designed
from the perspective of customers in India
and is produced in India. By injecting Toyota
QDR into every detail of the vehicle, we were
able to create a high-quality vehicle at an
a󰮏ordable price o󰮏ering the essential functions,
performance and equipment demanded by
customers in India.”
Recognizing the Need to
Achieve High QDR
at an A󰮏ordable Price
Etios (Sedan)
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