Toyota Launches Etios Motor Racing Trophy in India

The Global automotive order is undergoing change and while Toyota and General Motors have been slugging it out for World domination, Volkswagen has caught up and threatens to upstage the two giants on the top step. The effects of this battle most definitely have made their way to the Indian context as well but one can’t help asking why Toyota has just announced plans for the Etios Motor Racing Trophy – especially since the Japanese company’s brand image in India yet hasn’t been one of a sporty brand to go racing with.

That is exactly what the company is now looking to change and with the Etios and Etios Liva mass market offerings being launched in 2011, Toyota is looking to attach a rather youthful and sporty persona to the brand. Volkswagen did it in 2010 with the hugely successful Polo Cup and followed up with the Polo R Cup in 2011 and one has to only look at that racing series model to fully understand the wonders it has done to the German carmaker’s image.

Starting off from 2013, Toyota will be setting off its own one-make series of 5-6 rounds in the season. But Toyota’s strategy is way more detailed than just prepping up a few of its Etios sedans and Liva hatchbacks, popping in drivers and waving the checkered flag. Firstly, the endeavour brings in Toyota Racing Development to India – the racing expertise and technical support behind the Etios Motor Racing Trophy.

Online driver registration begins as soon as 15th January 2012 and closes a month later, after which selected candidates will have to undergo rigorous training camps before the final driver line up is finalised. Public awareness towards the series will be the key to success and the race-prepped Etios twins will be making rounds of 22 Toyota dealerships in 13 cities for four months beginning end of January 2012. The second half of this year will also see the cars partake in road shows and exhibition races setting things wonderfully for the actual racing series in 2013.

The cars themselves were displayed at the Auto Expo recently and by no means are they road-going versions with a body kit bolted on – these, much like the VW Polo R Cup car, are proper race machines. Lining up in 2013 will be petrol powered Etios race cars with aerodynamic enhancements, race tyres, roll cage, et al. More than anything else, the EMR Trophy will bring to India a second platform for grassroots-level motorsports from which international standard racing drivers will emerge – and that’s what India truly needs.