Toyota Rukus revealed
Back to square one - is the world's number one car maker trying to change its image with cars that aren't the motoring equivalent of a cardigan?Toyota's box-on-wheels, the new Rukus, has been unveiled at the New York auto show, showing off an unorthodox design that will be one of its key selling points.
Scheduled to arrive in Australia from June 1, Toyota unveiled the new vehicle in the United States where's it's badged Scion xB, which is being labelled an urban utility vehicle.
With a box-like silhouette and slab-sided extremities, there's nothing subtle about the design but Toyota Australia's marketing manager Scott Thompson believes the Rukus' unusual style will find favour with trendy young urbanites who have never considered a Toyota before.
"Rukus is anything but a standard car -- and that's exactly why we're introducing it to the Australian market," said Thompson.
Is Toyota Australia attempting to change its image?
"Its iconic, boxy shape deliberately challenges the norms of car design -- a bold move that is sure to spark vigorous debate. Rukus is not a mass-market car: it's an acquired taste that will polarise opinions.
"Fans will be passionate -- and not just because of the space, performance and great standard features. Many owners will dress up Rukus, adding their own flair by customising it with Toyota Genuine and after-market accessories," added Thompson.
All Rukus models sold in Australia will be built in Japan, and in addition to the unique design Toyota is spruiking the vehicle's interior space and safety credentials, claiming that the Rukus's "tall, rectangular ... body provides a surprising amount of interior space and flexibility."
Safety has been a key part of development for the Rukus, with previous US iterations of the car having taken out the Insurance Institute for Highway Safety's "Top Safety Pick" in the last two years, the highest award available. The new model is expected to build on this solid track record with more safety accolades in the future.
The Institute is funded by car insurance companies and is an independent and non-profit research organisation.
Toyota Australia has not yet released a price for the new Rukus, which arrives here in June.
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