Al-Futtaim Motors seeks a lock on mid-market

Dubai: Al-Futtaim Motors wants to have a firm lock on the mid-tier automotive market. With the back-to-back launches of the new model-year Yaris and that of the Avanza, a brand new entry in the multiple-purpose vehicle category, the dealership will have travelled some distance towards achieving that aim.

The hatchback version of the Yaris already has built up a 19 per cent share, in a category where just about all of the volume manufacturers have introduced their model contenders. The overall hatchback volumes have been doing a healthy 10 per cent plus in the last two years and that pattern should continue.

That is why the latest Yaris — featuring an extensive redesign — can come in handy. It’s longer (by 215mm), wider (by 5mm) and lower (by 45mm) than its immediate predecessor, with the lower overhang accentuating the sporty appearance a notch or two. (There are three new colour patterns available —Vibrant Orange, Silky Beige and Frozen Blue — that can be quite easy on the eye.)

“It is hugely significant model for us — the Yaris hatchback has always been among the most sought-after vehicles for fleets and individuals,” said Jon Williams, managing director Al-Futtaim Motors. “While Corolla remains our best-selling sedan, Yaris remains among our top best-sellers where three in every 10 small passenger cars sold in the UAE is a Yaris (sedan and hatch).”

It was late last year that the sedan version was reintroduced in the market. Has it been keeping up with its hatchback counterpart? “Sales through all channels continue to perform well as the vehicle answers their requirements whether it is for personal or business usage,” said Williams.

Prices for the hatchback range (in engine sizes of 1.3- and 1.5-litre) from Dh51,000 to Dh57,500, and that for the sedan (featuring a 1.3-litre engine) from Dh48,500 to Dh51,900.

MPV category

But what’s with the Avanza entry? Surely, the MPV category has not been firing all cylinders when it comes to retail sales? (The dealership has been selling the Previa for some now.)

Williams prefers to disagree. “As for this segment’s performance, the light commercial vehicles segment makes up 19 per cent of the total automotive market and recorded 9 per cent growth in 2013. Within that, the MPV sector recorded a growth of 28 per cent.

“We believe the Avanza offers the best solution for large families or small businesses looking for spacious, yet affordable and reliable, mobility. From a price perspective, it presents a unique proposition that no other MPV can compete against, not even our own.”