There’s a growing focus in the market on higher-margin segments, which Toyota has cracked successfully with the HiLux and Fortuner. The new Innova, now called the Innova Crysta, will attempt to do the same.
After a flat first half of the year, the automaker, which dominates the Thai landscape with an almost one-third market share, projects full-year industry sales to come in around 740,000 vehicles, 7.5% down from last year.
The new Colorado has been refined with an eye toward new consumer demographics. That follows the direction of where the ASEAN truck market is heading: the premium end of the segment, with its higher margins.
“You are seeing a globalization of design in general,” GM International design chief Mike Simcoe says. “Media has been the big leveler, so Asian designers can see what’s happening in the West, the West is seeing what’s happening in Asia and we’re seeing a cross-fertilization.”
The new Civic will compete in Thailand’s C-segment, where Honda and other big OEMs increasingly are being challenged not only by lower-volume entrants but also by the rapidly growing compact-CUV segment.