To get ahead in India’s increasingly competitive auto market, Toyota Motor Corp. is building a new plant and freshening its lineup. It has also made an unusual investment: It opened a school.
Built on a rugged hillside in southern India that is populated by wildcats and monkeys, Toyota’s sprawling technical training school, which opened last year, gives about 180 junior-high-school graduates an education in everything from dismantling transmissions to Japanese group exercises.
Toyota wants to turn students like Satish Lakshman, the son of a poor farmer, into a skilled employee who can boost the auto maker’s fortunes in this key emerging market. “We are learning discipline, confidence and continuous improvement,” says Mr. Lakshman, an energetic 18-year-old.
Competition for entrance to Toyota’s school is tough. The institute received 5,000 applications for 64 slots when it opened last year. The draw for these young men, all from poor families, is a free education and a job if they do well. The first class will graduate from the three-year program in 2010, when Toyota plans to open the plant to make its new small car.