Go Bold or Go Home, Toyota Says, Tentatively Ditching Its Longstanding Commitment to Boredom
The upcoming Toyota C-HR, which never had a chance to officially wear its former Scion badge, is on a mission.
Toyota is treating its strategically edgy subcompact crossover as something of a canary in the marketplace coal mine, betting on a big consumer response based solely on its styling. The company that built its reputation on staid, reliable, beige cars wants to know what happens when it lets its hair down.
And no, it doesn’t care if you’re offended. Toyota wants to push your buttons, turkey.
2018 Toyota C-HR Revealed, But Don't Call It a Crossover
Admit it: you woke up today missing the Toyota Matrix, didn’t you? Could Toyota interest you in a modernized, reincarnated Matrix?
This is it. The Toyota C-HR is roughly an inch shorter than the old Matrix, two-tenths of an inch higher, and about an inch wider than the dearly departed hatchback that we likely wouldn’t call a mere hatchback if it arrived in 2016.
The C-HR is already in production in Sakarya, Turkey, but until the North American production-ready reveal at the 2016 Los Angeles Auto Show today, there were details unknown.
Now, some of the unknowns are known.
Toyota Starts C-HR Production In Turkey - Surging Subcompact CUV Category Gets New Member
Bound for its North American production reveal at the Los Angeles Auto Show next week, production of the Toyota C-HR began today in Sakarya, Turkey.
The C-HR becomes the eighth vehicle built by Toyota in Europe and the third model built by Toyota Motor Manufacturing Turkey. The C-HR also joins a booming subcompact crossover segment that’s grown nearly 30 percent in the United States this year.
It’s a segment that now produces 3 percent of the U.S. auto industry’s volume, triple its share from just two years ago.
Toyota C-HR Powertrain Details Revealed in Paris
Toyota first showed off its funky C-HR small crossover at the Geneva Motor Show earlier this year, but it waited until Paris to reveal the model’s powertrain lineup.
Unlike its Nissan Juke competitor, don’t expect a high-performance C-HR when the model bows in 2017. At least, not just yet.
Nismo Hunter: Toyota Engineer Wants a Brawnier C-HR
Why should Nissan have all the stealthy sport crossover fun?
That’s the view of Toyota C-HR chief engineer Hiroyuki Koba, who is seeking approval for a hotter version of the upcoming crossover, Autocar reports.
First teased as a Scion concept, the 2017 C-HR bowed earlier this year at the Geneva Motor Show, adopting a new brand name after Toyota took its youth-oriented division behind the barn for a date with death.
TTAC News Round-up: Honda Separates the Kids, Toyota Funks It Up, and the Costs Are Too Damn High at FCA
The CEO of Honda is pulling the car over and giving a stern lecture to the kids in the backseat.
That, a Scion gets a corporate makeover, Google goes in for autonomous feng shui, Fiat Chrysler Automobiles is drowning in modules and a famous British racetrack could get even Britisher … after the break!
Scion Rising - If IA and IM Help, Imagine What C-HR Could Do
We haven’t held back our critique of Toyota’s handling of its Scion sub-brand.
Though Scion held such promise a decade ago, replacing the hot-selling first-generation xB with a mostly ignored, overweight, second-generation xB was a ticket to failure. Allowing the once-popular tC to linger mostly unchanged and mostly unathletic for more than a decade is akin to snatching defeat from the jaws of victory. A flash in the pan sports car, the FR-S, wasn’t – couldn’t be – the answer to the brand’s troubles.
Signs of life are once again appearing at Scion, however, and not from the most expected places.