Two inches more wheelbase. Three inches more length. Hatchbacks only. And nearly a $1,000 higher price of entry.
Those, in a nutshell, are the key points of the redesigned 2012 Toyota Yaris. In a subcompact segment that is rapidly becoming more competitive -- see the latest Hyundai Accent and Ford Fiesta -- Toyota's latest entry comes with a carryover engine and transmission in a slightly larger package.
The extra wheelbase and length appears to have gone into the back seat and cargo area. A 6-foot passenger can now sit comfortably behind a 6-foot driver, with sufficient legroom and plenty of headroom. With the rear seats folded down, cargo area has increased 70 percent over the old model.
But at a time when subcompact competitors are offering five and six-speed automatics, Toyota has stayed conservative with a choice of a four-speed automatic or five-speed manual.
More gears?
Why not offer more automatic gear ratios? Toyota executives believe those extra gears, when combined with a small four-cylinder engine, result in a lot of uncomfortable gear hunting that takes away from a smooth-shifting ride.
As for the price bump, Toyota explained that it added significant standard content to all models that was previously optional. Because most consumers added the options as part of their purchase decision on the old model, Toyota merely made the items standard, meaning transaction prices likely will stay about the same.
Standard features that were once options are 15-inch wheels, power door locks, a rear-window wiper, and a radio with CD player and USB port. It also adds three more airbags, for a total of nine. But the base Yaris L model still has crank windows and side-view mirrors that are adjusted with a thumb.
The SE trim level gets aero sheet metal treatment, 16-inch wheels and a suspension that is 20 percent stiffer than the base and LE models.
Inside, the instrument cluster has been moved from the center of the dash to directly in front of the driver.
No more sedans
In a nod to a youth market that is increasingly pro-hatchback, Toyota is not offering a sedan version of the 2012 Yaris. It will be offered in three-door and five-door configurations only.
If consumers want a cheap, small Toyota sedan, there's the base Corolla, said Rick LoFaso, Toyota corporate manager of car marketing.
But for fleet buyers, Toyota will continue to build the old-generation Yaris sedan, despite its smaller size, LoFaso said. It will not be available to retail consumers.
Perhaps the most surprising thing about the redesigned Yaris is Toyota's modest U.S. sales aspirations -- about 24,000 units a year. That's a long way down from the old Yaris, which peaked at 102,328 units in 2008.
But with the subcompact segment expected to hit about 500,000 units, divided by 15 models, Toyota no longer can expect the dominance it once had, LoFaso said.
Also, with the Scion iQ minicar and xD hatchback -- essentially a restyled Yaris -- occupying the subcompact segment, Toyota dealerships have several offerings for people who want big value from small packages.
Despite being built in the Iwate, Japan, assembly plant that was hammered in the March earthquake, the Yaris is still on schedule for an Oct. 6 on-sale date.
All advertising for the 2012 Yaris will be done online. There will be no TV, radio, billboard or print campaign. Instead, Toyota will rely on viral videos
The tag line: "Yaris … It's A Car!"
No comments:
Post a Comment