Toyota looks to broaden Yaris appeal

Originally launched in 1999, restyled in 2003 and the second generation introduced in 2006 the Yaris ‘supermini’, or B segment, range of three and five door hatchbacks is Toyota’s best selling model in Europe with over 1.6 million sold since its launch.

In 2000 the Yaris was voted Car of the Year both in Europe and Japan. In 2006 over 250,000 Yaris models were sold in Europe gaining a 6% share of the B segment, double that of its first year of sales.

Toyota said this week that Yaris European sales are expected to reach 270,000 units in 2007 in a sector which is reducing in size as A and B segment MPVs take more of the market. Last year European B segment hatchback sales reduced to 3.9 million units whilst smaller MPVs increased to 5.8 million.

In the UK it is a slightly different picture. B segment or supermini sector sales in 2006 actually increased by 2.9% to 753,858 vehicles marking it the largest new car sales sector. MPV sales of all types increased by 7.4% to 124,850 units.

The DNA of Yaris, says Toyota, is its compact packaging, high levels of comfort and specification, seating and load carrying versatility and class leading safety. Existing customers are the biggest ambassadors for Yaris sales according to Toyota.

To broaden the appeal of the Yaris range still further, particularly to younger customers, Toyota are launching from 1 February in Europe and the 1 April in the UK, a sportier flagship model, the Yaris SR 1.8-litre Dual VVT-i in three and five door bodystyles.

European sales of the TS and SR Yaris should be around 12,000 units this year. In the UK the 1.8 SR will account for 7% (2,500 units) of all 36,000 Yaris sales. In addition to the new 1.8-litre models, SR branding will be given to top of the range 1.3 VVT-i petrol and 1.4 D-4D diesel versions. The increased SR sub brand models should take almost a quarter of all Yaris UK sales.

Yaris SR models will start at £10,695 whilst the flagship variants with the new 1.8-litre VVT-I engine will be priced at £12,995 for the three-door version and £13,495 for the five-door model.

Unlike other Yaris models, which are built in France with engines supplied from Toyota’s Deeside plant, the SR 1.8 VVT-i variants and their engines are manufactured in Japan.

In the UK the model name will be SR, in Europe it is TS. Toyota GB explained this week at the international press launch of the new model that their Yaris line-up differed from that of mainland Europe and they did not want the new model confused with their T Sport variants. The UK will now have Yaris models available with ‘comfort’ specification, the T2, T3 and T Spirit, and ‘sports’ models with the SR branding.

Currently the UK’s Yaris customers are aged in their mid 50s, and Toyota GB expect SR variants to attract successful single people, young couples and a number of older enthusiastic drivers so the average age profile should be the mid 40s. Toyota also expect there to be a 50:50 split between male and female buyers with 68% of customers opting for the five door models.