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Toyota out to drive into heart of masses through music

Sun. November 16, 2008; Posted: 08:07 PM
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New Delhi, Nov 16, 2008 (Asia Pulse Data Source via COMTEX) -- TM | Quote | Chart | News | PowerRating -- Japanese auto giant Toyota Motor Corp, which is out to make a mark in the domestic market, has tuned into a new sales gimmick to connect with Indians -- it is bringing renowned Austrian orchestra, Wiener Operetten Orchester, to raise funds for disadvantaged women and kids.

TMC, which has so far organised 141 different types of cultural programmes titled "Toyota Classic", raising about Rs 30 crore as part of its corporate social responsibility (CSR) since 1990, will organise a show by the Austrian orchestra in Mumbai this evening.

"Toyota Classic will for the first time organise a cultural night in India. Along with the Austrian troupe, our own renowned violinist L Subramaniam will also perform there," Toyota Kirloskar Motor (TKM) Whole Time Director Shekar Viswanathan told PTI.

"From the event we will generate about Rs 15 lakh, which will be donated to an NGO -- Save the Children -- an organisation working towards the empowerment of disadvantaged children and women," Viswanathan said.

He said all the tickets of the concert have already been sold.

TKM recently announced to double the investment to about Rs 3,200 crore in its second manufacturing facility, being constructed at Bangalore, for rolling out a "strategic" small car by 2011.

When asked about the reason for enhancement of the company's investments in the country amidst a slowdown in auto market, Viswanathan said: "We increased the investment because we are able to expand the requirement of our proposed new car, and our company is doing well in the country." He said the construction of the new plant was on track and it would start commercial production from 2010-end.

On positioning of the small car, Viswanathan said, "It will be strategically positioned above Maruti 800." The company would also export the small car after catering to the domestic market.

"Our first priority is the domestic market, but we can also export if we get proper opportunity. We are currently exploring European and Asian markets for that," Viswanathan said.

For full details on Toyota Motor Corporation ADS (TM) click here. Toyota Motor Corporation ADS (TM) has Short Term PowerRatings of 7. Details on Toyota Motor Corporation ADS (TM) Short Term PowerRatings is available at This Link.

    


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