Reference Auto

The scenario in the Indian car market is fast changing with the discerning car buff wanting more, and although Toyota was not keen to get a sports car model to India initially, it has now planned to roll out the limited edition Toyota racing department or TRD Liva Sportivo to enhance brand value.

The Sportivo will carry a base price of Rs 5.23 lakh for the petrol version and the diesel variant will come for Rs 6.32 lakh. The Liva Sportivo will be available in two colours, namely ultramarine blue and white, and the car apparently witnessed huge enquiries among sports car buffs.

Toyota is planning to roll out only 1,200 Liva Sportivo cars in India. So, what is the purpose of launching a sportier but a limited version of a car like the Liva?

These limited editions often give a fillip to the brand value of a car and help rev up sales, at least in the short to medium term.

Toyota hopes to unveil the Liva TRD in India before the 2013 Etios Rally Cross and the car will have a slew of sporty features.

The TRD will be made for high performance and be available in the market around end of the first quarter next year, which is a long wait though.

The Liva TRD will have front and rear bumpers, 15 inch alloy wheels, roof spoiler, sporty side graphics in red and a gun metal finish body which gives the vehicle an overall sporty look.

The limited edition also comes with a sporty TRD badge on the car and this distinguishes the Sportivo from the base model. The gear shifts and the badge knob on the interior are exclusively made for this special model.

Toyota Sportivo is exclusively designed for the youth and the Japanese car maker hopes this will give a fillip to the entire Toyota brand and rev up sales.

A recent survey had revealed that over 70 per cent of Indians are below the age of 35, and by targeting the youth, Toyota is giving its brand value a big boost among a huge majority of its customers.

The base variant of the Liva has managed kudos for its innovative technology with the car having a very low maintenance and running cost.

So, by introducing the limited edition Sportivo, Toyota could enhance brand value, and as these limited edition models are high on demand, Toyota may even witness the model being sold out even before the car hits the roads.