Toyota aims for Gen-Y — motoring | Stuff.co.nz

6 Июн 2015 | Author: | No comments yet »
Toyota Rukus

Toyota aims for Gen-Y

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The world’s leading car Toyota, is in the midst of an identity

It has built its reputation on delivering but bulletproof vehicles that to the masses. It was a formula that perfectly with the baby generation — one that dependability with loyalty.

But years ago, Toyota to see the writing on the wall. Other were delivering the same dependability and reliability but were an X-factor — a level of that made buyers, and ones in particular, aspire to their badge.

Where the boomers had warmed to Toyota’s values, Gen Y was greeting them a big yawn.

This week, the giant makes its first big for Gen Y’s attention with a vehicle called the Rukus. The on wheels stands out like a thumb in the Toyota line-up, and meant to.

Toyota is keeping the simple with the Rukus it’s a car aimed at Gen Y buyers. If seems too blunt a sales it’s apparently not. If trying to get a message through to the generation, you’ve got to make short, sharp and snappy.

Gen Y also known as the eGeneration, and Generation Next — is considered to be a range of consumers the age of 12 right up to those in their And tweens aren’t likely to be the keys to their first car any soon, the more senior, members of the Gen Y crew are looming in the bull’s-eye of automotive marketing

The market research manuals say Y (the author included) are and fickle. We’ve got plenty of apparently, because we live at We also have no brand


The labelling isn’t that far off the It’s hard to argue market research and there’s that younger buyers are likely to go for a fashionable quick fix than think through buying decisions. In short, for Gen Y function runs a poor to form.

So where does place the Rukus?

It’s a car says will change the vanilla image forever; one it will appeal to under 40s and potentially usher in a whole of buyers who have neither nor considered buying a Toyota.

heard this before, of with the ill-fated TRD range of hot and HiLuxes but this time, it Toyota is serious. It will up the Rukus later this with the FJ Cruiser, an off-roader looks suspiciously like a

The Rukus will be available in from next month A$27,490 (NZ$33,900) but Toyota has paved the way for this unconventional by admitting it is an acquired taste will polarise opinions.

Toyota is not the first to try to tackle the Gen Y Nissan made an ill-fated to lure in the twentysomethings with its replacement, the Tiida. The ad campaign Sex and the City star Kim Cattrall and to bait younger buyers of genders. Nissan spokesman Fisher says buyers in the segment are notoriously hard to

There’s a bunch of things on in that age bracket, Fisher We thought with Tiida we looking at a younger market but it translate that way.

arguably missed its real when the company decided bringing its strangely successful to Australia. The Cube is a boxy car like the Rukus, and is generally for making it hip to be square in the world of

Korean car-maker Kia has also younger buyers with its which has been a resounding in the US.

The marketing manager of Kia Australia, Watt, says the company the Soul was going to appeal to Gen Y buyers. Sales have that the buyer mix is, well,

When you look at our buyer they’re very varied, he They’re individualists, they’re but they’re not all Gen Y and they’re certainly not all dwellers, either.

I think Gen Y is a market to crack: they’re brand savvy and they’re brand conscious. So we always that Gen Y as a target market for the car was going to be a tough call.

Can Toyota — the brand known as the car for the cardigan wearers hit it off with the younger crowd? why pricing for the Rukus was always to be crucial.

For the price, though, the offers quite a lot. control and alloy wheels are to all models, while better-equipped 2 and 3 models get climate control and audio controls. The range-topping 3 even gets a nifty sunroof.

Unsurprisingly, every has an iPod-compatible audio system either a single CD player, set-up (Build 1) or a nine-speaker including two rear speakers and a a colour screen and six-stack CD 2 and 3 models). The audio system is one of the that Buttner says help appeal to its two main of target buyers: urban and young families looking for an to a soft-roader.

Trendsetters view car as an extension of their personality. Not do they want to be different, want to be seen to be different, he To stand out. To show If their parents hate it, so the better.

[We’re aiming the at] people sub-40 years of basically; that’s the demographic trying to target here.

One likely to bring buyers from more conventional is its look. The Rukus is undeniably its boxy, blank-canvas styling appeal to younger buyers who imagining what a set of large and an oversized exhaust will do to a

It’s not a new design, however; in it’s far from being a new The car is actually a rebranded Scion xB is Toyota’s youth-oriented brand in North America and the model Toyota’s all-new Rukus is on has been on sale since

There’s also a smaller-engined version called the Toyota Rumion that looks different.

Toyota Rukus

Buttner says the is the most un-Toyota vehicle we ever introduced. You’ve got to it to them, the Rukus is different to every other car on Australian With just one drive, you can tell it still has Toyota

It features the same 2.4-litre engine that is used by Toyota offerings including the RAV4, and Tarago. Doesn’t quite so sexy now, it?

The engine pumps out 123kW of and 224Nm of torque, but because so light, it proves to be more enough grunt.

It weighs in at kilograms in entry-level guise kilograms more for higher-spec which is still about 100 less than a Camry, so you put your foot down, rewarded with a surprising of poke.

The engine is teamed a somewhat olde worlde automatic gearbox. No manual is available, which is likely to put off Gen Y buyers. Buttner says research indicates there is no to bring a manual variant to

If you look at Australia generally the demand for manual is just And the more options you offer in a then, frankly, the greater the and the greater plethora of stock the has to have to satisfy every he says. At the end of the day, the market tell us whether that was or not.

He’s right. Y are notoriously promiscuous when it to brands, meaning they afraid to vote with feet. If they want a option, they are likely to a car that does meet demands. Such as the Kia Soul.

The is the Rukus’s main rival and is promoted for A$19,990. It has manual and an impressive optional turbo-diesel

However, for those who are looking for a family barge with a the Rukus could definitely Buttner says couples who are starting their own families stylish cars, even their lifestyles may be a little glamorous than they to be.

Their lives aren’t they’re just entering a new and need a car that will prams, strollers, nappy the weekly shopping and so on, he says.

big, roomy cabin enough room for five and a reasonable boot: 310 litres the back seats up, while the increases to a handy 1331 when the 60/40 split-fold are down.

The outside looks like a box on and Toyota has carried the squares-and-circles inside, too. The dashboard is by horizontal planes but the centrally gauges are circular, as are the air vents and controls.

You’d imagine the high roofline would it feel a bit wobbly in corners but it fairly low and its suspension handles bends respectably.

Despite a firmish ride, the Rukus is no car. It won’t, however, those who like a bit of go with whoa.

And those boxy definitely attract some The jury is still out on whether is enough to turn the heads of Y.

— Sydney Morning

Toyota Rukus
Toyota Rukus
Toyota Rukus
Toyota Rukus
Toyota Rukus

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