Toyota is gearing up for a major offensive in India, one of its most critical global markets. With an ambitious target to capture 10% of the Indian passenger vehicle market by the end of this decade, the Japanese automaker has unveiled plans for a massive product blitz. As many as 15 new or significantly updated models are slated to hit Indian showrooms in the coming years.
This aggressive strategy underscores India’s importance to Toyota’s global blueprint. Having recently climbed to become the company’s third-largest market worldwide, trailing only the United States and China, India’s growth potential is now a central focus. Toyota aims to leverage this momentum, moving from its current market share of approximately 8% to double digits.
Expanding the Portfolio with New SUVs and Trucks
The heart of this growth plan lies in venturing into new vehicle segments where Toyota currently has little to no presence. A key part of this involves the launch of two all-new SUVs, designed to directly challenge popular models from rivals like Hyundai and Mahindra.
While specific details are still emerging, one of the most anticipated models is the Land Cruiser FJ. Recently unveiled globally, this SUV is poised to be the most accessible entry into Toyota’s legendary Land Cruiser family, banking on the brand’s formidable reputation for rugged, go-anywhere vehicles.
Another exciting addition will be a new SUV based on the same platform as the Hilux Champ, a utilitarian model sold in other international markets. This suggests a focus on practicality and durability. Further strengthening its utility vehicle lineup, Toyota is also developing an affordable pickup truck that will be positioned below the Hilux, specifically tailored to meet the demands of customers in rural and semi-urban areas.
The planned 15 new vehicles will be a mix of these three core models, new products sourced from its partner Suzuki—which has been key to its success in India—and comprehensive refreshes of existing nameplates like the Innova HyCross and Fortuner.
Billion-Dollar Investment and Rural Reach
To support this ambitious product onslaught, Toyota is making foundational investments. The company has committed a staggering $3 billion to expand its manufacturing footprint in India. This includes scaling up operations at its existing plant in Bidadi, Karnataka, and establishing a brand new production facility in Chhatrapati Sambhaji Nagar (Aurangabad), Maharashtra.
Once operational, the combined annual production capacity of these two plants will surpass one million units. The new Maharashtra plant is particularly strategic, earmarked to become the production hub for several new SUVs destined not just for Indian buyers, but also for export to markets in Africa and the Middle East.
Recognizing that growth in India extends beyond metropolitan hubs, Toyota is also expanding its customer-facing operations. The company plans to significantly widen its sales and service network in smaller towns and rural areas. This will be achieved through the introduction of compact, agile outlets and service centers, making ownership more accessible to a wider demographic of Indian customers.
This multi-pronged strategy—combining an aggressive new product pipeline, massive industrial investment, and deeper market penetration—signals Toyota’s firm intent to not just participate in the Indian auto market, but to dominate a significant portion of it by 2030.
