Toyota to Focus on Yaris As Launch of New Honda City Nears

Due to the unavailability of an oil burner, a relatively high price tag and fierce competition in the segment, the Toyota Yaris has so far recorded a pretty disappointing sales number since its launch in 2018. Till now, only 15,009 units have been sold, which makes the Yaris among the least popular cars in the market. With the competition bound to heat up with the advent of the refreshed Hyundai Verna and all-new Honda City, the Yaris requires a shot in its arm to stay afloat. Luckily, it looks like its carmaker feels the same.  

The sales number of the Toyota Yaris has increased by 83% for the past two months.

Last year, the Yaris received a refresh with new cosmetic traits such as a two-tone paint scheme and diamond-cut alloy rims, which makes the vehicle look more attractive. The low-spec variant is now equipped with three airbags instead of seven, leading to a reduction in the price range, which has also increased the car’s competitiveness against other vehicles in the same segment.

To further enhance the sales performance of the sedan, Toyota has introduced many financial schemes with a view to satisfying various customers’ demands. One such package is to allow potential customers to take the Yaris to their garage with a low EMI and a low down payment for most of a three-year tenure and then pay a lump total amount at the end. To further encourage the customers to purchase the sedan, the scheme also includes a “50% assured buyback” offer on the sedan at the end of the three-year period.

Also read - Toyota Yaris 2018 Review: First-in-the-segment features and full-loaded safety package

All of these efforts have produced desirable outcomes, which are reflected in the recent performance figures of the sedan. The Toyota Yaris has recorded a sales number of 1,267 units in the last two months, witnessing a YoY growth of 83%. Moreover, last month, the Japanese auto manufacturer saw a 55% increase in the total sales number with 542 units of the Yaris being sold.

Apart from the private segment, Toyota is also looking for new chances at the fleet segment to further increase the market penetration of its sedan. Naveen Soni, Toyota Kirloskar Motor’s senior vice president, sales and customer service commented that,

"As far as taxi is concerned, the steps will be to first look at a taxi-suitable, low-spec model. That will be the starting point, then we can definitely offer this."

The base-variant Yaris J (Optional) is now equipped with features like projector headlights, electrically-adjusted wing mirrors, a height-adjustable driver seat, all-round power windows, split rear seats, a rear armrest, remote locking and three airbags. Some of these will make it qualified for being a taxi. The company may also have to de-spec the vehicle to make it suitable for the fleet segment. While fleet sales can help increase the sales number, the brand has to make sure that this does not create a taxi image for the sedan which could result in a decrease in private customers. Whether the Yaris can maintain its good performance considering the launch of the upcoming new Honda City remains unclear, nevertheless, it appears clearly that Toyota has still kept much hope for its sedan.

Source: Autocar