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4.2 Toyota in India
4.2.1 Key Strategic Action
Key strategic action that applied by Toyota in India was introduced new Toyota Camry Hybrid in India in 2013. On 21 August 2013, Toyota launched it Toyota Camry Hybrid in Delhi (ex-showroom Delhi) with price Rs 29.75 lakh (The Times of India, 2013). Firstly Toyota introduced its petrol Camry in India in 2002 and started to manufacture the petrol Camry locally in 2012 (The Hindu, 2015)
In 2013, Toyota Motor Corporation start to manufacturing Toyota Camry Hybrid locally and it was India’s first locally manufactured Hybrid. India was the 9th country in the world that produce Toyota hybrid versions cars (ETAuto.com, 2015). Toyota Motor Corporations which is present in India market through joint venture with Kirloskar Group which known as Toyota Kirloskar Motor (TKM). The joint venture take place on 10 April 2002 (Toyota.co.jp, 2002). Toyota manufactured its Camry Hybrid in a separate assembly line in of Toyota Kirloskar Motor which located in Bidadi, near Bangalore, in Karnataka (The Times of India, 2013).
The New Camry hybrid is based on the 7th generation of the Camry. The Camry Hybrid it’s a combination of petrol engine and advanced electronic motor which known as Hybrid Synergy Drive® technology. This technology intelligently manage the switching between power sources (petrol engine and electric motor) and controls the optimum balance of performance and fuel efficiencies (Toyotacamry.co.in, 2015).Total power output of hybrid combination of 2.5L Beltless Engine with an electric motor is 205PS.
It also comes out with an Electronically – Controlled Continuously Variable Transmission (E-CVT Automatic) which eliminates the necessities for gear changes and provides superior driving performance which reducing the fuel consumption, and lower NVH (noise, vibration and harshness). It not only reduces fuel consumption but also offers best mileage which is 19.16kmpl (Toyotacamry.co.in, 2015). The Toyota Camry hybrid also produce less carbon dioxide emissions where it produces about 122.8gm of carbon dioxide emissions per/km of driving, which is less than the conventional vehicles with similar engine size (Toyotacamry.co.in, 2015).
In terms of safety, Toyota Camry Hybrid come out with an advanced safety features. It comes with 7 SRS Airbags including a Knee Bag that offering safety for all passengers in car. Toyota also introduce Vehicle Stability Control (VSC), which control power during acceleration and ensures the stability of car during turnings (Toyotacamry.co.in, 2015). The Camry Hybrid also have Hill-Start Assist Control (HAC) technology, minimizes the backward-rolling or slippage by controlling the brake fluid pressure when on steep incline (Camry, 2015).
In terms of comfort, Toyota Camry Hybrid comes with Air Conditioning with nanoeTM which give more freshness and comfortable to passengers by releasing positive ions which provides moisturising to passenger’s skin and hair and deodorises the cabin (Toyotacamry.co.in, 2015). The air-conditioner in Camry Hybrid is 3 Zone Automatic Climate Control. The individual in driver, front and rear seats can set temperatures according to their needs. It also comes out with Manual Sunshade for rear door windows for privacy and shade (Toyotacamry.co.in, 2015).
Toyota introduce hybrid version in India to encourage the use of hybrid cars across the world for a greener tomorrow which is Toyota’s philosophy said by Hiroshi Nakagawa, Managing Director and Chief Executive Officer of TKM (Times of India, 2013). Besides that, on 10 January 2013, Prime Minister of India Manmohan Singh requested vehicle manufacturers to implement electric technologies immediately to minimize dependency on imported oil and increase the efforts for eco-friendly transport system (Moneycontrol.com, 2013).
In 2013, National Electric Mobility Mission Plan 2020 (NEMMP) launched by Government of India. The purpose is to achieve the country's fuel security by supporting hybrid and electric vehicles in the country. Through this plan, total expected sales of hybrid and electric engine vehicles by 2020 is 15 to 16 million. It also help to save about 9500 million litres of petroleum which equal to Rs. 62,000 crores of savings (Department of Heavy Industry India, 2013). NEMMP aims to create a positive impact on the country’s health index by promoting zero-pollution electric vehicles and diminishing the reliance on fossil fuel (Moneycontrol.com, 2015).
Under NEMMP, the Government of India on 2015, launched scheme which known as Faster Adoption and Manufacturing of Electric and Hybrid Vehicles (FAME). Provides incentives to the customer for the purchase of any hybrid or electric vehicle. For four-wheelers, the incentives range from Rs 13,000 to Rs 1.38 lakh, and for light commercial vehicles from Rs 17,000 to Rs 1.87 lakh (Moneycontrol.com, 2015). Incentive provide by government for Toyota Camry Hybrid is Rs. 70,000 (Toyotacamry.co.in, 2015).
The challenges faced by TKM in manufacturing Camry hybrid locally is shortage of quality electrical parts. When they want produce the hybrid car locally, they need to localise many electricals power and electric parts in India. Unluckily, India do not have enough suppliers to produce quality electrical parts. There is a need to improve stable electricity and power infrastructure as well as quality electrical part suppliers (Mathur, 2015).
Other than that, the challenges faced by the Toyota Camry Hybrid in production is the rapid changes in the regulations in India which said by Naomi Ishii, Managing Director, Toyota Kirloskar Motor. This changes does not help the development of new car models which require at least four years of planning, development work, preparation for production and launch. The new product should be carefully considered and should answer the need for a sustainable future, and not only on this day (Mathur, 2015).
On May 2015, Toyota launched a facelift version Camry Hybrid with a few changes in the India market at Rs 31.92 lakh. It was introduced same time with the FAME incentives announced by government. This help to increase the sales of the car where the car discounted about Rs. 70,000 for the customers (Ambre, 2015). After 50 days of launch, Toyota has sold 280 units of the new facelift Camry Hybrid. This shows the greater acceptance of hybrid technology in the Indian market (The Hindu, 2015).

4.2.2 Market Position Passenger car market share in India in FY 2014, by manufacturer |
Source: (Statistic,2015)
Based on the above chart, Toyota’s market share for year 2014 was 5.18% and ranked 6th place. First ranked by Maruti Suzuki (42.08%) and followed by Hyundai Motor (15.18%), Mahindra & Mahindra (9.15%), Tata Motors (5.59%), Honda cars (5.36%) and Ford India (3.37%) in 7th place.

Source: (The Times of India, 2015)
In 2014, Toyota sold 720 Camry cars. 73% of total sales was Camry Hybrid (523 units) and 27% was petrol Camry (197 units). This shows the market position of Camry Hybrid in India is great and accepted by the Indian consumers.

Source: (Indiainfoline.com, 2015)
In 2015, the sales of Camry from January to August is 687 units, 80% (550 units) sales was Camry Hybrid and 20% (137 units) petrol Camry.

The sales of Camry Hybrid in 2015 is high compare to the 2014, which was 550 units and 523 units respectively. Increases about 5.16%. The sales of petrol Camry in 2014 is higher compare to 2015, which was 197 units and 137 units. The sales declines about 30.5%.
Conclusion, in first 8 months of 2015, Toyota sold about 687 units of Camry compare to the total sales in 2014 which is 720 units. The total sales of Toyota Camry for year 2015 will exceed the total sales of 2014. The FAME incentives by government and consumers acceptance on eco-friendly vehicles will increase the demand for the Camry Hybrid in India.

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