The Hindu Business Line : Adding mystique to the Qualis

THE concept of pushing sales through limited edition variants of existing models is not new to the automobile industry. From the company's point of view, a limited edition enables it to give a model an exclusive positioning and renewed novelty value.

For the customer, the limited edition could turn out to be a higher value-for-money proposition (after all, most limited editions tend to come into the market when the vehicle's appeal starts waning) and the exclusive, smart add-ons that the variant usually comes with enables the user to stand out from the rest of the crowd.

Toyota Kirloskar Motor (TKM) is the latest to join the long list of companies that have come out with limited editions. Of course, this is not the first time for Toyota either. However, unlike the other companies where the limited editions were mainly of cars that were just trying to offer an additional dose of exclusivity, the new Toyota Qualis MYST will try and cater to the tastes of a new section of passenger car buyers. The Toyota Qualis has been a popular multi-purpose vehicle (MPV) which successfully penetrated the taxi and fleet segment.

But the same level of success has eluded the Qualis in the individual car buyer segment, partly because the market for sports utility vehicles (SUVs) among such buyers is higher compared to that for multi-utility vehicles (MUVs) and MPVs. Among individual buyers, the visual appeal combined with the utilitarian features of SUVs appears to be a bigger draw than the low maintenance, fuel-efficient, but less attractive MPV.

So, the new Qualis MYST (short for "Mystique") will target potential customers among businessmen and professionals, who are looking for a spacious MPV with a distinguished road presence, but are not too bothered about non-utilitarian frills inside the vehicle.

Only about 1,200 units of the limited edition Qualis will be offered for sale. The new variant has been competitively priced at about Rs 7.6 lakh (on road). The limited edition Qualis MYST will be available in a new shiny black colour and is positioned as a trendy vehicle at a very attractive price.

The new variant comes with features such as multi-coloured body stripes, chrome hood mould and a silver grille, a convenient aluminium sidestep, front facing seats and matching fabric upholstery.

Other features will include a high mount stop lamp at the rear; rugged, moulded wheel over fenders; and new, more elegant wheel covers.

But in order to keep the price-value equation compelling, TKM has launched the Qualis MYST with an eight-seater interior arrangement and a single air-conditioner.

The new Qualis limited edition will continue to be powered by the tried and tested 2,446cc, 4-cylinder, in line, 8-valve, diesel engine. This engine has proved itself in over five million vehicles worldwide, earning the reputation of being a rugged, fuel-efficient performer that is easy and economical to maintain.

Most changes and add-ons being offered in the Qualis MYST have been made based on feedback from customers. The Qualis already boasts of strong credentials as a sturdy and extremely reliable vehicle, with one of the lowest cost of ownership among vehicles in its segment.

These qualities are highlighted by the four consecutive years during which the Qualis has been adjudged as the best quality MPV by J. D. Power and Associates and by the NFO Survey which has rated it as the vehicle with the most resale value.

For the small businessman and the individual car buyer looking for a fairly attractive, quality family MPV, the new Qualis MYST should be a good buy.

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