Unveiled for the first time earlier this year 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. And, more importantly take motorsports closer to its customers and the youth of the country. Apart from the EMR concept cars on display, there is a host of motorsport based activities for all age groups visiting the dealership. Racing simulators, remote controlled cars on race tracks, a children’s automotive learning area, and other relevant contests and activities. This year will be dedicated to popularizing 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.
Hidehisa Nagae, Executive Managing Coordinator-
Going into detail about the EMR concept in India, RK Ramesh, General Manager Conversion & Accessories, said: “Motorsports is gaining popularity in India, commanding a growing audience among the young, educated and dynamic; the demographic that the Etios Brand also reaches out to. We would like to take this opportunity to promote motorsports in India through EMR and capitalise on our global motorsport heritage. The response we have received so far has been good and we are amased at the fantastic young talent that has appeared for the driver auditions from across the country. I am sure once we are done with the training programme and the EMR Series we will have a few world-class drivers representing not only Toyota Motorsports but our country as well".
Continuing the tompany’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 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 http://automotivehorizon.sulekha.com/