Toyota Rukus: retirees the hip young things
Frail drivers are the real trend-setters behind boxy, cool ToyotaThe frail and elderly are pushing Gen Y buyers out of the way to get their hands on the trend-setting Toyota Rukus.
The Californian-designed, box-shaped Rukus was imported by Toyota Australia to target younger buyers -- but that plan has backfired and the car has found wide appeal among older folk.
"We're delighted," said Toyota Australia spokesman, David Buttner. "The car has appeal with younger buyers, and they make up a decent number of buyers, but we've also discovered strong appeal among a buyer group that we weren't expecting.
"Anecdotally, talking to the dealers, a lot of older folk like how easy it is to get in and out of. You don't have to lift up as high as an SUV, and it's not as tight to get in as some Light Cars are."
When asked if Toyota was disappointed because the Rukus has found popularity with older buyers, and that could put a dent in the car's cool image, Buttner said: "It's true we were trying to aim for these urban and suburban trend setters ... and the average age is higher than what we expected. But we're happy because our customers are happy. Some of the biggest brands around the world crave such broad appeal."
The changing buyer type is perhaps not a surprise given that the Rukus is priced out of the reach of many first-car buyers, with a starting price of $27,490.
According to September sales data supplied by the Federal Chamber of Automotive Industries, Toyota has sold a devilishly cool 666 Rukus cars since it went on sale in May this year.
Read the latest Carsales Network news and reviews on your mobile, iPhone or PDA at carsales' mobile site...
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
