Keep, Kill Or Replace?: Is Third Time The Charm For Toyota Matrix?

Edward Niedermeyer
by Edward Niedermeyer

No, this is not another installment of Steve Lang’s “Lease, Rent, Sell or Keep?” series. Wards Auto is reporting that Toyota facing a decision over whether to kill its Matrix hatchback when a new version of the Corolla on which it is based debuts sometime “before 2013.” Toyota’s Bob Carter tells Wards that

There’s no change right now on the car, (but) we haven’t made the decision yet

So, what to do? Toyota doesn’t break sales of the Matrix out from the Corolla, but according to Wards:

The hatchback reached its pinnacle in 2002, selling 66,836 units, Ward’s data shows.

Annual deliveries have declined since then, except for 2008, the second-generation model’s first full year.

However, Matrix volume plunged 47.3% to 26,121 in 2009, from 2008’s 49,567, and last year slid 44.5%, with only 14,492 deliveries.

Toyota’s Carter insists that the forthcoming “Prius C” compact hatch “attracts a different type of buyer,” an argument he’d probably also apply to the Scion xB, another Corolla-based hatchback. So, should Toyota develop a new Matrix along the lines of its predecessors in hopes that the third iteration brings back some magic to the nameplate? Or, would a re-styled xB make a better Toyota than Scion, opening up Scion’s lineup for a version of the Verso-S? Or perhaps Toyota could offer its European Auris as a Hyundai Elantra Touring-style contrast to the very American Corolla. Or, Toyota could look to the Verso for a larger, more utilitarian alternative to a traditional Matrix.

In any case, with so many possible options, it’s no wonder Toyota hasn’t made a decision yet…

Edward Niedermeyer
Edward Niedermeyer

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  • Omoikane Omoikane on May 31, 2011

    Ward's numbers are for US only. Toyota Canada (TCI) breaks down their sales numbers: 38680 Corolla and 19093 Matrix in 2010, 53933 Corolla and 22526 Matrix in 2009. An extra few thousands Matrix are sold every year in Mexico and Carribean countries. That being said, Matrix will likely be terminated in 2012.

  • PrincipalDan PrincipalDan on May 31, 2011

    My fiance knows I'll be looking for a vehicle post-wedding. We came out of a local resturant a few weeks back and saw a 1st gen xB sitting in the parking lot. "How bout one of those?" she said. I didn't have the heart to tell her the guts were the same as her 2005 Vibe.

  • Ion Ion on May 31, 2011

    We have an 06 Matrix. It's an ok car, hasn't lived up to the Toyota quality reputation but it's pretty practical and gets good mpg. Toyota really should either A ditch the cheap Corolla parts and make the Matrix a more stand alone model. Or B assimilate the Corolla nameplate back and just call it a Corolla hatchback. Since Ford has a Focus hatch again the latter seems like the better idea as it will allow Toyota to get the people who buy their cars on nameplate alone to buy a Toyota Corolla: Matrix.

  • APaGttH APaGttH on Jun 01, 2011

    I looked long and hard at the Vibe in '05 and really liked it; but ultimately decided that it was too small for my needs. I agree with many others that the GM Pontiac version of the Matrix/Vibe twins was the better of the two, if you forgave it the GM grade interior, which left a fair amount to be desired during the era. The Matrix has never been a big seller, nor marketed well and the redesign was a big step backwards. Toyota has too many products that require dedicated marketing as it is - I really don't think anyone would weep if the Matrix was not replaced. For those looking for a low cost, fun to drive, well designed people and mini cargo mover, I hear Honda has a fabulous third generation Matrix - they call it the Fit.

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