We saw Toyota introduce the Etios Motor Racing at 2012 Auto Expo in Delhi. It was a rather cloudy launch and we did not know if it would match the likes of the famous Volkswagen Polo Cup in India. Now, the Japanese auto giant is planning to promote the racing series, and what better way than to exploit its dealership network.
In a bid to promote this upcoming event, Toyota showcased the race-spec Etios and Etios Liva at the Lakozy Toyota and Shinrai Toyota showrooms in Mumbai. After Delhi, Bangalore and Pune, Mumbai is the fourth city chosen to promote the event. In this camp, Toyota introduced its global philosophy of ‘WAKU DOKI’, which translates to ‘excitement, joy and fun,’ remarking the racing event.
The Japanese auto giant has some big names linked after its success in the Formula One event. Aiding to which, the event will get full support from Toyota Racing Development, Red Rooster Racing, MRF and Denso auto parts. Toyota believes India is ready for mainstream motorsports after observing the success of the first F1 event conducted last year. Moreover, as the company is targeting younger buyers with its new lineup, racing is a good way to promote the brand.
The Etios one-make race is scheduled to kick-off by 2013 with a total of six races planned all through the season – 2 at the BIC, 2 at Madras Speedway and 2 at the Kari Motorway.
To attract more enthusiasts, the signup fee is pegged at Rs 1.5 lacs, which is more aggressive than the Rs 7 lacs fee for the Polo cup. The driver’s are being selected at MMSC’s racetrack in Chennai. Twenty-five drivers have already been selected and are undergoing skills training from professionals. As a part of the promotional activity, 2 races – 4th August & 6th October – will be held as a teaser before the main event.
Mr. R K Ramesh, General Manager, Conversion & Accessories, Toyota Kirloskar Motor, said, “Motorsports is gaining popularity in India, commanding a growing audience among the young, educated and dynamic. We would like to take this opportunity to promote motorsports in India through EMR and capitalize on our global motorsport heritage. The response we have received so far has been good and we are amazed at the fantastic young talent that has appeared for the driver auditions from across the country.”
With the addition of Toyota Etios Motor Racing series, motoring enthusiasts in India will get a fair chance to exploit their skills. You can log on to www.polocup.in and www.toyotabharat.com to sign up for the events. So its time to gear up and hit the fast lane.
