THE INSIDER

CAR: With the light SUV/ crossover segment getting more model additions by the month, how does the C-HR di erentiate itself?

C-HR o ers customers a truly engaging drive. The dynamics of this car is what sets it apart from the competitors. Toyota’s engineers have managed to combine a fun-to-drive character with excellent re nement to o er a fantastically balanced package. The styling, of course, is the other main talking point, where the diamond-themed design language really speaks for itself. What target market is the C-HR aimed at? The C-HR customer is someone who knows what they want and is a trendsetter. They’re outgoing and sociable, image and style conscious, and tech savvy. Their car is an extension of their lifestyle and needs to look the part, but it can’t compromise on any of the “sensible” criteria, either. They are young professionals who work hard and play hard. What then is your marketing strategy for the C-HR? C-HR is undoubtedly aimed at millenials and the marketing strategy will leverage the touch points that resonate with this target market. We’ll be doing things a bit di erently and ensure the product and the messaging talks to this target audience. Digital and experiential marketing will form a big part of this. Which derivative do you expect will sell the most? We expect the majority of the volume to come from the mid-grade model, with an equal split between the manual and CVT options. What would you say is the most important brand promise that the C-HR makes? C-HR promises to provide customers an exciting and engaging experience, and leave them feeling proud and rewarded with a smile. Will you consider introducing a hybrid variant in South Africa? Initially we will be launching only the 1,2-litre turbocharged petrol engine. However, the Hybrid model is under study for possible introduction at a later stage. Toyota remains rmly committed to continued development of hybrid technology and ultimately our product line-up will re ect this. And are you mulling over turbodiesel engines? Toyota’s approach to energy saving remains hybrid powertrains rather than diesel-powered engines, thus a diesel option is not available. As mentioned, a hybrid version of C-HR has been developed that o ers low fuel consumption, excellent re nement, quiet running and low emissions.