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 … and the City star Kim and aimed to bait younger of both genders. Nissan Jeff Fisher says in the youth segment are notoriously to target.

There’s a bunch of going on in that age bracket, says. We thought with we were looking at a younger but it didn’t translate that

Nissan arguably missed its opportunity when the company against bringing its strangely Cube to Australia. The Cube is a car much like the Rukus, and is applauded for making it hip to be square in the of cars.

Korean car-maker Kia has targeted younger buyers its Soul, which has been a success in the US.

The marketing manager of Kia Steve Watt, says the thought the Soul was going to to Australian Gen Y buyers. Sales shown that the buyer mix is, mixed.

When you look at our profiles, they’re very he says. They’re individualists, young-at-heart. but they’re not all Gen Y and they’re not all urban dwellers, either.

I Gen Y is a tough market to crack: very brand savvy and very brand conscious. So we knew that Gen Y as a target for selling the car was going to be a tough

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 thing likely to bring over from more Toyotas is its look. The Rukus is eye-catching; its boxy, blank-canvas will appeal to younger who love imagining what a set of wheels and an oversized exhaust do to a car.

It’s not a new design, in fact, it’s far from a new car. The car is actually a rebranded xB Scion is Toyota’s youth-oriented sold in North America and the that Toyota’s all-new is based on has been on sale 2007.

There’s also a Japanese version called the Corolla Rumion that slightly different.

Toyota Rukus

Buttner the Rukus is the most un-Toyota we have ever introduced. got to hand it to them, the Rukus is to almost every other car on roads. With just one though, you can tell it still has DNA.

It features the same four-cylinder engine that is by family-friendly Toyota offerings the Camry, RAV4, and Tarago. sound quite so … does it?

The engine pumps out of power and 224Nm of torque, but it’s so light, it proves to be than enough grunt.

It in at 1400 kilograms in entry-level (20-30 kilograms more for models), which is still 100 kilograms less than a so when you put your foot you’re rewarded with a amount of poke.

The engine is teamed with a olde worlde four-speed gearbox. No manual variant is which is likely to put off some Gen Y Buttner says Toyota’s indicates there is no need to a manual variant to Australia.

If you at Australia generally now, the for manual is just dropping. And the options you offer in a product frankly, the greater the cost and the plethora of stock the dealer has to to satisfy every need, he At the end of the day, the market will us whether that was right or

He’s right. Generation Y are promiscuous when it comes to meaning they aren’t to vote with their If they want a manual they are likely to find a car does meet their Such as the Kia Soul.

The Soul is the main rival and is being for A$19,990. It has manual variants and an optional turbo-diesel mill.

for those who are looking for a Toyota-branded barge with a difference, the could definitely appeal. says couples who are just their own families want cars, even though lifestyles may be a little less than they used to be.

lives aren’t ending: just entering a new phase and a car that will swallow strollers, nappy bags, the shopping and so on, he says.

Rukus’s big, roomy offers enough room for and there’s a reasonable boot: 310 with the back seats up, the volume increases to a handy litres when the 60/40 seats are down.

The outside like a box on wheels and Toyota has the squares-and-circles theme inside, The dashboard is dominated by horizontal but the centrally mounted gauges are as are the air vents and ventilation controls.

imagine the Rukus’s high would make it feel a bit in corners but it sits fairly low and its handles sharp bends

Despite having a firmish the Rukus is no sports car. It however, disappoint those who a bit of go with their whoa.

And boxy looks definitely some attention. The jury is out on whether that is enough to the heads of Generation Y.

— Morning Herald

Toyota Rukus
Toyota Rukus
Toyota Rukus
Toyota Rukus
Toyota Rukus

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