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PRLog (Press Release) - Apr 22, 2012 -
Toyota Kirloskar Motor (TKM) yesterday unveiled the concept cars of its Etios Motor Racing (EMR) Series along with exciting motorsport activities at Nippon Toyota in Kochi. This new venture is in line with its global philosophy of introducing ‘WAKU DOKI’, which in Japanese means ‘excitement, joy and fun.’
Premiered earlier this year for the first time at the Delhi Auto Expo 2012, the new sporty avatar of the Etios will re-emphasise Toyota’s efforts in reaching out to the younger target group through the Etios Brand. And, more importantly take motorsports closer to its customers and the youth of the country. Apart from the EMR concept cars on display, there was a host of motorsport based activities for all age groups visiting the dealership.
Racing simulators and remote controlled cars on race tracks were installed to enthrall motorsport enthusiasts. Children who accompanied their parents were given a crash course in basic automobile technology in a zone called the ‘Children’s Automotive Learning Area’, apart from other relevant contests and activities. This year will be dedicated to popularising the EMR brand, apart from the dealership activations in 14 cities and 24 dealerships, there will be exhibition races, road shows and a whole lot of activities lined up before the Series next year.
Addressing the media, Hitoshi Fukui, Managing Coordinator-Marketing, Toyota Kirloskar Motor said: “Toyota wants to make our customers happy by providing what we call ‘Waku Doki’ in Japanese, meaning ‘excitement’, ‘joy’ and ‘fun’. And for that sake, our mission is to keep renovating ourselves for sustainable growth of our brand. Here in India, I am pleased that Toyota Kirloskar Motor has decided to start motorsports in the same global direction".
Continuing the Company’s global legacy of motorsports, the EMR tourney will be supported by one of the most accomplished and acclaimed engineering companies in motorsport history – TRD (Toyota Racing Development), the corporate brand from the Toyota affiliate, Toyota Technocraft Co Ltd. The EMR Trophy series that is slated to be held in the second half of 2013 will be based on a one-make racing championship platform. The cars will be FIA qualified with racing parts supplied by TRD, and their technical expertise will be utilized throughout the series. Toyota will also partner and work closely with Indian motorsport experts, Red Rooster Racing (International) Pvt Ltd based in Bangalore, to better understand the sport in India.
MRF, one of the leading tyre manufacturers and pioneer of motor racing in India – and DENSO – a Toyota affiliate that manufactures auto parts – are now on board as ‘Official Partners’ for EMR in 2012. The Etios racing platform will help talented young racers develop their skills, and further train them to gain a competitive edge for their future in motorsports. They will be mentored by experts in the field, and will be given an opportunity to compete amongst the best in the country. This series will not only highlight the technological prowess of the manufacturer, but also the endurance levels of the Etios and the ‘fun to drive’ aspect of the vehicle. For a full report, visit automotivehorizon.sulekha.com/toyota-dealership-in-kochi-hosts-exciting-motorsport_04_2012_postedby_jayashankar-menon
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