If IMC is thinking of positioning REVO at Rs 4m to Rs 4.5m range and FORTUNER at Rs. 5.5m, then it is in for some serious competition this time during the next five years and onwards. Must better and competitively priced alternatives are now (and going to be in future) available for car enthusiasts in Pakistan.
IMC already faced embarrassment when it's local Prius turned out to be a complete failure with not a single unit being sold (please correct me if I'm wrong on this). The reason was it's price-positioning.
Another embarrassment was faced earlier when it had to re-position Fortuner's price in mid-2014 after it saw lack of interest in it from potential customers and brought down it's price from Rs. 5.7m to Rs. 4.7m - an unprecedented 21% drop. Even that couldn't help push up Fortuners' sales to the level that IMC would have liked.
And with the above-mentioned price positioning for REVO and new Fortuner, it is apparent that IMC hasn't learn't from it's past mistakes.
With the BMW X1 at between Rs 4m to Rs 5m and other self-import options available to prospective customers, positioning REVO at Rs. 4-4.5m and Fortuner north of Rs. 5.5m would lead IMC towards another embarrassing situation in the near future.