• New Limited Edition Corolla launched with 8 new featues to provide exclusivity to select customers.
• Only 300 Nos. will be available for customers throughout India.
• Non-conventional media led by Internet to be adopted
• Direct mailers and SMS campaigns to back marketing efforts
• Campaign aimed at attracting youth segment

"The attractiveness of the Corolla has been enhanced with additional features that greatly enhance the looks of the car. We are targeting the Limited Edition at the younger segment of customers, who are climbing up the social ladder in life," explains Mr. A Toyoshima, Managing Director, Toyota Kirloskar Motor.

New Features:

• Two Dynamic Colours - New Warm Silver and Champagne Mica Metallic.
• Front and Rear Bumper Spoilers - Enhances the looks of the car and gives it a sporty feel.
• Side Skirts - Add to the aesthetic appeal.
• New Front Grill - More contemporary and visually appealing.
• Six-Spoke Alloy Wheels - Improved handling and ride quality.
• Limited Edition Logo- For exclusivity.
• Two Tone Fabric Seats- Add elegance to the interiors.
• Wood Finish Rare Cup Holder - Add to the class.

Standard Features:

Standard features like VVT-i engine, SRS air bags for driver and passenger, ABS, front fog lamps, keyless entry with alarm, 6 CD player with MP3, 6 speakers, height adjustment of the driver's seat, 60-40 split foldable rear seat, power steering and lumber support in addition to automatic air conditioner add to the appeal of the car.

Marketing Strategy:

Toyota is adopting an innovative marketing strategy for the first time using the Internet, direct mailers and an SMS campaign. Toyota will set up a micro-website (www.corollalimited.com) to attract focused target segments. The company will use extensive advertising across over 20 prominent websites to drive traffic to the microsite. A back end operation has also been setup to ensure that the enquiries coming through the Internet are linked to relevant dealerships to close the sales.

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