The new car, they stress, is a Toyota product through and through. And it is proudly made in Thailand, with many parts manufactured there as well. At last week's launch, red-jacketed Thai engineers talked about their role in designing the Soluna. That's one reason why industry watchers call the Soluna Toyota's Asian Car. Toyota is not the only one looking at Asia's emerging car-owning class.
Profit margins are thin, but the carmakers are counting on big volumes.
There is also the matter of customer loyalty. People tend to stick with one brand. No one can ignore Asia's fast-growing auto market. According to GM, total vehicle sales across the region will be as big as those in the U.S. or Europe by 2005. The majors are rethinking strategies.