Toyota has announced that it will launch its Rukus 'urban utility vehicle' around the middle of the year.
Nissan has said it can't build a viable business case for the Cube, but Toyota shares no such misgivings about the Rukus, a Toyota-badged variant based on the Scion xB. Presumably stung by Kia selling over 400 units of the Soul last year -- right on target for that company's sales forecast -- Toyota has decided to get in the game also.
The Rukus, being based on the Scion xB, is marketed elsewhere as the Corolla Rumion. Toyota says that the Rukus will be aimed at "young, urban trend-setters" and the company is planning for this vehicle to conquest the sort of buyer who has never previously owned or considered owning a Toyota.
"It will be a case of 'Rukus' by name and ruckus by nature," said Scott Thompson, Toyota Australia's marketing manager.
"This is a car that's designed to be different, with a boxy shape that has become iconic. When it's launched late in the first half of this year, it will certainly stir up the small-car market -- creating a 'ruckus', if you will."
The Scion in the US comes well equipped and the Rukus will likely follow that path when it arrives in the country. Thompson intimated as much and furthermore, the car will be aiming directly at Soul.
"It will be loaded with great standard features, but we expect many owners to express their individuality by making their car stand out from the pack.
"That might involve wild paint jobs, funky wheels or other ideas, limited only by the imagination of owners - and what's legal. Potential customers have told us they want this style of car. We've listened and we're responding. Rukus is designed to be different: it's not for everyone. It's a bit like Vegemite: it's an acquired taste."
Kia must be feeling sincerely flattered...
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