A DRAMATIC bid for major-player status across European markets was launched when Toyota unveiled two significant new models on the eve of the Geneva Motor Show. New executive vice-president Juan Jose Diaz Ruiz left no doubt about the Japanese company's intentions when the wraps came off the Yaris supermini and a sensational baby Lexus.

Just one month after switching from Audi, Ruiz pledged the Japanese company would field the most competitive product range in every market segment during a rousing introduction speech. 'We will redefine standards in the sport-utility, volume and premium sectors with new vehicles which offer more fun and excitement. The desirability of our brand is growing with every new product which comes on stream, and this is something we will emphasise more and more in future,' he declared.

Toyota had only 1.1% of sales in the small car segment but planned to strengthen its position with the Yaris, a standard-setting development of the concept which was unveiled at Frankfurt. The five-door Yaris will be produced in northern France at Valenciennes. The plant will employ 2,000 people, and produce 150,000 cars a year.