Toyota to build a new "cheap" brand for emerging and developing economies
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Toyota to build a new "cheap" brand for emerging and developing economies
As Chinese aim cheap cars at us, Toyota takes aim at them
Edward Lapham
Automotive News / March 7, 2006 - 10:19 am
http://www.autonews.com/apps/pbcs.dl.../60307006/1003
Edward Lapham
Automotive News / March 7, 2006 - 10:19 am
In North America, many people worry about China, India and Malaysia being the mostly like sources for a new invasion of cheap cars.
Sooner or later, most or all of those nations will begin exporting low-cost vehicles to the land of the free and the home of the brave.
But as far as the rest of the world is concerned, the developing economies of eastern Europe have become a spawning ground for basic passenger cars, such as the Logan sedan, which is built by Dacia and sold by Renault in countries with developing economies.
The competition is so hot that even staid, old Toyota plans to get back to building cheaper models, according to Automotive News Europe, which like Automotive News, is published by Crain Communications Inc.
And get this: Toyota likely will establish a brand for the cheapie models and build a separate channel with separate facilities to sell them.
It's not exactly like Toyota is rushing into the market; that's not the Toyota way. It will be 2010 before the new models hit the market.
Renault, Peugeot, Citroen and Fiat already have cheapie sedans, wagons and minivans that in some cases sell for the equivalent of $8,000 or less, many of them built in eastern Europe or Turkey.
And just because were talking cheap doesn't mean we're talking small because families in developing economies need space, too.
Toyota's new models are expected to be bigger than some of the current small-car models it sells in western Europe, Japan and the United States.
It's not likely that any of these new Toyota models -- or any of the other cheapies -- will end up in western Europe or North America because they wouldn't really fit either the Toyota or Scion brand.
But developing countries outside Europe such as India, China and Brazil are viewed as prime markets.
Think of the irony: Just as Chinese automakers are getting ready to invade North America and western Europe, a whole new crop of cheapies with European and Japanese brand names lands in China.
Isn't the global economy great?
Sooner or later, most or all of those nations will begin exporting low-cost vehicles to the land of the free and the home of the brave.
But as far as the rest of the world is concerned, the developing economies of eastern Europe have become a spawning ground for basic passenger cars, such as the Logan sedan, which is built by Dacia and sold by Renault in countries with developing economies.
The competition is so hot that even staid, old Toyota plans to get back to building cheaper models, according to Automotive News Europe, which like Automotive News, is published by Crain Communications Inc.
And get this: Toyota likely will establish a brand for the cheapie models and build a separate channel with separate facilities to sell them.
It's not exactly like Toyota is rushing into the market; that's not the Toyota way. It will be 2010 before the new models hit the market.
Renault, Peugeot, Citroen and Fiat already have cheapie sedans, wagons and minivans that in some cases sell for the equivalent of $8,000 or less, many of them built in eastern Europe or Turkey.
And just because were talking cheap doesn't mean we're talking small because families in developing economies need space, too.
Toyota's new models are expected to be bigger than some of the current small-car models it sells in western Europe, Japan and the United States.
It's not likely that any of these new Toyota models -- or any of the other cheapies -- will end up in western Europe or North America because they wouldn't really fit either the Toyota or Scion brand.
But developing countries outside Europe such as India, China and Brazil are viewed as prime markets.
Think of the irony: Just as Chinese automakers are getting ready to invade North America and western Europe, a whole new crop of cheapies with European and Japanese brand names lands in China.
Isn't the global economy great?
Last edited by magneto112; 03-09-06 at 11:33 AM.
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Originally Posted by rominl
man, i brand that's even cheaper than scion?! i thought scions are already priced so damn well already
This cheap Toyota brand would only be sold in poor or undeveloped countries, and it would not be sold in the US. Imagine cars with a lower price than a Yaris or Aveo, and that's basically what these will be. Barebones vehicles, purely for point A to B travel.
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This is a sub-Daihatsu brand. Daihatsu mainly sells in Japan, and specializes in small cars. That doesn't mean they are necessarily cheap.
Envision this brand as having the same or similar prices as Chinese cars. They will be priced less than even the lowest Daihatsu model.
Envision this brand as having the same or similar prices as Chinese cars. They will be priced less than even the lowest Daihatsu model.
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#8
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As much as I would like to see Toyota have success in my country of residence, Mexico, I know that even the lowest priced model, the Yaris, is still out of reach for many. One big problem issue is that even getting financing for vehicles (and more so for houses) is astronomical, though I applaud Toyota for doing a great job down here as they have good worldwide assets to back them up.
If the can make a vehicle that gets the popularity (but not the crummy quality) of a VW Beetle or a Nissan Tsuru (looks like a first generation Sentra and is now the #1 selling vehicle in Mexico), that is what they need to be successful.
If the can make a vehicle that gets the popularity (but not the crummy quality) of a VW Beetle or a Nissan Tsuru (looks like a first generation Sentra and is now the #1 selling vehicle in Mexico), that is what they need to be successful.
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