KOCHI: Toyota Kirloskar Motor (TKM) Private Ltd unveiled the latest concept cars of its Etios Motor Racing (EMR) series here on Saturday. EMR series cars were first showcased at the Auto Expo, 2012 held in New Delhi in January. “We have realised that the buyer-age of cars in the country is going younger. So Toyota has decided to focus on EMR series. Other companies are also showing huge interest in this segment,” deputy general manager (Marketing) Sanjay Gupta said. Toyota will dedicate this year to popularise the EMR series, he said. Hitoshi Fukui, TKM managing director (marketing), said: “Toyota wants to make the customers happy by providing what we call ‘Waku Doki’ in Japanese, meaning ‘excitement, joy and fun’.” The EMR tourney which is scheduled to be held in 2013 at various venues across the country is focusing on the younger generation. “We are in the process of selecting drivers across the country. Till now, we have received at least 3,300 applications and a major share of which is from Kerala,” said A M Babu Moopan, director principal of Nippon Toyota.
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