Indus Motor Company (IMC), the assemblers of Toyota cars in Pakistan, sold the locally assembled L500-series Daihatsu Cuore hatchback between 2000 and 2012. Not many know that Pakistan was the only country other than Japan where the L500 was produced.
Back in the home market in Japan where it was known as Mira, the L500 came equipped with a 660cc engine and was produced between 1994 and 1998. In Pakistan, however, the Cuore was equipped with an 847cc (ED-10) carburetor engine originally deployed with the L70-series Mira/ Cuore in 1985. IMC had to pull the plugs off the Cuore in 2012 due to the enforcement of Euro-2 emission standards as the car came equipped with a carburetor engine from the 1980s and a fuel-injected 800cc engine replacement was not available at its parent’s disposal. Whereas the new generation engines couldn’t be fitted into the car.
In its time, the Daihatsu Cuore remained one of the most successful cars in Pakistan despite a relatively high price tag and a rather prolonged production period. Still, it was economical, practical, decent to look at, easy to maintain and the only small hatchback to be available with an automatic transmission. In fact, during its time, even the 1000cc hatchback in the market lacked an automatic gearbox option, so it was quite special. There was a factory-fitted CNG version on offer too, called the Cuore Eco as the craze of CNG was at its peak during the previous decade. Now almost 8 years after it was discontinued, the company is yet to introduce its replacement in Pakistan.
Pak Suzuki introduced the 8th generation Alto 660cc replacing the 30-year old 2nd generation Alto better known as Mehran in Pakistan. It was also the first-ever locally assembled car to offer a 660cc fuel-injected engine under its hood. Due to the absence of small cars offered by local automakers, the Alto became an instant hit.
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This goes to show that there is a huge demand for small cars in Pakistan but existing players including Toyota & Honda as well as newcomers never considered introducing smaller cars in our market and instead opted to leave the segment to be wholly enjoyed by Pak Suzuki.
Today if IMC re-introduces the Cuore hatchback in Pakistan, which will obviously be a rebadged 660cc Mira, it can achieve the same sort of success that Pak Suzuki Alto enjoys with the Alto. In fact, the Daihatsu Mira is a much better vehicle to look at. Furthermore, most generations of Mira are available in our market thanks to used JDM imports and have already developed a trusted consumer base that IMC can easily cash on. Plus re-launching the Cuore nameplate can bring back the trust of thousands of satisfied L500 users into buying the new Cuore. This is a similar recipe that allowed Pak Suzuki to launch Celerio with Cultus nameplate and the results were highly positive.
The latest generation Daihatsu Mira
By offering products that fit within the reach of the masses, automakers can achieve far better results than to keep on crying for low sales. As a reminder, the Suzuki Alto remains the only car in Pakistan with strong sales even during challenging economic times. This highlights a significant demand for small cars in the country, presenting an opportunity that other automakers should consider capitalizing on.
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They say where there is a will there is a way. And there is no reason why (Japanese) automakers in Pakistan prefer operating as a cartel instead of competing against each other by providing better and more competitive products in the market.
Our market starves for low-budget cars for the masses and Daihatsu cars have the potential to fill that gap. Launching cars in the entry-level price bracket will definitely give IMC an edge in capturing the small car market in Pakistan.
Additionally, the 660cc Mira is already well-established in Pakistan as a used JDM import, indicating that it has gained public acceptance and carved out its own market. Do you think IMC should re-introduce the likes of Daihatsu Cuore/Mira in Pakistan? Let us know with your comments.
Daihatsu is the oldest Japanese car manufacturer, mostly known for its range of small cars and off-road vehicles. Although founded in 1951, Daihatsu has its roots that trace back as far as 1907. Toyota acquired a controlling interest of 51% in Daihatsu in 1988, bringing the company under its umbrella. But in 2016 it purchased Daihatsu’s remaining assets, thus making Daihatsu a wholly owned subsidiary of Toyota Motor Corporation. In its home market in Japan, Daihatsu gives a cut-throat competition to Suzuki which is best known for producing small cars. As of 2019, Suzuki holds a 30% market share in the small (kei) car segment in Japan whereas Daihatsu holds 32% of the same.
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com
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