Toyota Thailand Positions Revamped Innova Upmarket

BANGKOK – Toyota’s launch of the new Innova in Thailand marks a push upmarket for the niche 3-row MPV, where the automaker hopes it will fill a gap in its model range.

The Innova is based on Toyota’s emerging-market IMV architecture that also underpins the Hilux pickup and Fortuner SUV.

Introduced into Thailand in 2004, the first year Toyota started selling MPV vehicles here, it’s been a steady if unspectacular seller, amassing 108,000 deliveries since its debut. That volume is in sharp contrast to sales of the Hilux and Fortuner, which have racked up far bigger numbers.

The Thai market has matured in recent years, and a growing focus has been placed on luxury and other higher-margin segments, which Toyota has done successfully with the HiLux and Fortuner. The new Innova, now called the Innova Crysta, will attempt to do the same.

The new model checks many boxes, Vudhigorn Suriyachantananont, Toyota Motor Thailand executive vice president, says at the unveiling of the new model. “It’s a combination of SUV and MPV, luxurious and comfortable, and comfortable with road conditions.”

Suriyachantananont believes the new Innova Crysta will put Toyota at the forefront of an emerging niche of luxury CUV/MPVs that’s expected to draw additional players.

Whereas the outgoing version was a relatively anonymous MPV, the new model has a much more defined mission to provide a multifunctional working environment for both private and business customers, Senior Vice President Suparat Sirisuwanangkura says.

“The engineering team of Toyota has created (the) Innova Crysta with a central focus on the constantly changing customer,” Sirisuwanangkura says. “The interior is spacious and makes passengers feel like home under the concept of living-room-like comfort, fused with premium accessories, as well as distinctive multifunctional utility that is adaptable for various uses.”

Inside is a more upmarket dashboard, with the higher-trim version including wood accents, and 8-in. (20-cm) TFT screen, new backlit instrumentation, pushbutton starter and steering wheel controls.

Also included are a split-zone air-conditioning system, LED ambient lighting, UBS and charger ports, cruise control, smartkey entry and second-row captain’s seats.

Safety features include a rearview camera and seven airbags.

The Innova Crysta gest much sharper, angular styling and offers two powertrain options: a 2.0L gasoline engine with a manual transmission and a 2.8L turbodiesel, also found in the HiLux, linked to a 6-speed automatic.

Prices, hiked significantly from the outgoing model, start at 1,129,000 baht ($32,368) for the 2.0L and TB1,201,000 ($34,433) and TB1,362,000 ($39,048) for the two trim levels available with the turbodiesel.

Pushing into an almost vacant premium-MPV segment here means the Innova will be targeting a new customer base. Suriyachantananont says Toyota is aiming the model at “the new generation of young male and female executives.” To target that new consumer base, advertising will be focused online.

The Innova continues to be imported from Indonesia. It goes on sale immediately, with 2016 volume targeted at a modest 600 units due to supply constraints.