The Toyota’s India division has been set up in collaboration with Kirloskar Motor Pvt Ltd and is a subsidiary with Toyota as a majority owner. This division was set up during 1997 at Bidadi in Karnataka to manufacture and sell its cars with a production capacity of 70,000 vehicles every year. This partnership has yielded good results for Toyota making the firm India fourth largest car maker within a short span of one and a half decade. The Toyota philosophy of “Putting Customer First” has helped increase profits for the company and gained it a loyal customer base all over the country. Toyota aims to develop technologically superior cars and also simultaneously increase employment opportunities within the country. It also strives to create new businesses by creating a strong dealer network and setting up ancillary units along with service centers to maintain customer satisfaction.

In the years since establishment this Toyota division in India has produced approximately seven successful car models which have been sold across the nation through more than 200 dealership network. Presently Toyota’s dealers are spread in 98 cities which sell its Corolla, Etios-Liva, Fortuner, Camry, Qualis and Innova models. Besides these there are a few models which are imported by Toyota from overseas manufacturing facilities like Land Cruiser Prado, Land Cruiser and Prius which are quite popular despite the steep prices. A few years ago Toyota set up another production unit within Karnataka state with increased capacity of 80,000 vehicles per annum which in combination with existing unit had started to produce approximately 150,000 vehicles per annum. However to keep up demand Toyota has increased production to 210,000 vehicles per annum since 2011 as there has been a big boost in demand for its Etios and Fortuner models. The firm has announced that increased investment in India’s production facilities has been due to its profitable partnership, favorable business environment and growing market for its products both with the nation and in Asia.

Toyota’s commitment to customer service and corporate responsibility has been emphasized by its regular free service camps combined with customized offers on models. Last year Toyota India started the A One racing series in India with its Etios cars and christened it as Etios Motor Racing series which received overwhelming response from the younger generation with more than 3000 applicants. Toyota has concentrated on making sedans and multi utility cars in India since the small cars segment is overcrowded with multiple variants produced by market leader Maruti Suzuki, Korean carmaker Hyundai and others like Chevrolet, Honda etc. This strategy has helped Toyota retain its individuality and unique image among buyers as a maker of large cars. Toyota believes in taking care of its employees through regular training programs and facilitating direct communication among team members and its leaders. Customer belief in Toyota’s range of cars has helped the firm reach target sales of 74,459 cars in India during 2010 thereby achieving a growth rate of almost 40 percent in comparison to previous year. This steady growth has encouraged Toyota to continue investing in its partnership to develop cars for Indian market.

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