Auris: a new name for a new era
- New model joins Toyota’s core model range
- Noble qualities of gold
- Inside-out design approach
- Distinctive, dynamic shape
C-segment customers come in all shapes and sizes –making it hard to define a demographic profile. The core customers are making rational choices about their new car but are not always emotionally satisfied by their decision.
And an increasingly large proportion of new customers are driving a shiftin C-segment values. They may be recent entrants to the sector who have downsized from larger family carswhere they will have enjoyed driving pleasure; or customerswho are stepping up from compact B-segment where they appreciate clever packing and space.
“Appealing to the C-segment buyer is a complex task,â€Â'explains Mr Andrea Formica, Toyota Europe Senior Vice President Sales, Marketing and After-Sales. “Many customers in this group are self confident, well educated and young. They are seeking more than just rationalism and economy; they are also demanding productsthat are expressive and sophisticated. With its dynamic design and striking features Auris, the new Toyota, answers the needs of these C-segment customerswhile delivering the core Toyota values of superior quality and innovation.â€Â'
It is clear Auris, based on a newly developed platform, offers the opportunity for a step change in Toyota brand growth in Europe. Building on the success of other models, such as Yaris and Avensis, it will help ToyotaEurope achieve its recently announced target of 1.2 million salesa year in the region by 2008.
Toyota is expecting to sell more than 150,000 units in the launch year of 2007, with a plan to achieve more than 200,000 sales annually on a full year basis. Auris will be built alongside Avensis at TMUK in Great Britain and alongside Corolla Verso at TMMT in Turkey.
Mr Andrea Formica, ToyotaEurope Senior Vice President Sales, Marketing and After-Sales said: “Most European car brands are linked to their C-segment model in terms of image and total volume contribution. While we have achieved considerable success with Yaris and Avensis, we will make a step change with Auris.
“Although the C-segment is slowly diminishing, the top five players are contributing to almost 70% of sales. Toyotais aiming at disturbing the present equilibrium with the launch of Auris.“
“Indeed, Toyota expects to attract a broader range of customers than the classic demographic segmentation. The Auris target customer will be looking for a C-segment hatchback car that is both rationally and emotionally satisfying with no compromise. These customers are demanding pleasure and the need to fit in, with a versatile car that adopts itself well to multiple audiences and encompasses the needs of younger, older and family customers.â€Â'
The Auris will be on sale across Europe from February to April depending on each market. Designed in Europe, and developed with European customers in mind, Auris is the way forward for Toyota.
New model, new name
- Noble qualities of gold - Aurum
- Reflects core values
- Wide customer appeal
Toyota created a new name for its new C-segment hatchback –one that would be easy to pronounce in all European languages and at the same time bring to life the product concept.
The answer was Auris. It has resonance with other successful Toyota models, Yaris and Avensis, and will help change potential customers’perceptions of Toyotain the C-segment.
Auris portrays the character within the car. Based on the Latin word ‘aurum’, for gold, Auris creates a sense of precious and noble qualities that have a high value. The two first letter of the new name “AUâ€Â'are also the chemical symbol of gold.
“Creating a new name for the new car was a key priority for us,â€Â'explains Andrea Formica. “In order to achieve our step change in volume growth in Europe, we needed to change people’s perceptions of our C-segment hatchback. We believe we have succeeded, the main spontaneous reactions from people were the words: futuristic, high class and attractive. These words perfectly match our brand DNA.â€Â'
New design concept
- ‘Inside out’ approach for maximum comfort
- Striking bridged centre console
- Superior quality interior trim
Auris is distinctive and breaks the mould of current C-segment design. Created in Europe at Toyota’s ED2 design centre for the European market, Auris adopts a new ‘inside-out’approach. This maximises interior space and comfort while, at the same time, promising an engaging driving experience.
Auris has been designed around the driver and passengers. As a matter of fact, the Auris experience starts from the moment one sits in the driving seat.
The distinctive bridged centre console creates a cockpit feel; yet the spaces beneath the console also add to the sense of roominess.
The cockpit feel is emphasised by the positioning of the handbrake lever which is integrated into the centre console and, like the short gear shiftlever, falls easily to hand.
The curves of the bridged centre console flow naturally into the main instrument panel with the design language echoing quotes in the door trims and furniture. Silver trim and soft-touch fabrics add a sense of superior quality. Fresh, crisp surfaces enhance the ownership experience and convey a promise of the driving pleasure to come.
Front and rear seat passengers enjoy excellent head and shoulder room, a natural result of the ‘inside-out’design concept with the car created around people. The couple distance between front and rear seats has been stretched to 910 mm within a wheelbase of 2,600 mm, keeping the luggage capacity of 354L, resulting in excellent leg room.
To complete the experience, the steering position has been moved backwards to create a more balanced driving environment. The seating hip height is optimised at 590 mm for easier access to the car. The steering column adjusts for both height and reach to ensure the driver is always comfortable.
Interior trim echoesthe superior quality with attention to detail in all elements of touch, see and sense. Two interior colours, modern dark grey and cool greige, will be available. Fabricshave a softtouch and all door trims are sculpted to create space. The lightly styled door furniture is integrated with the handle and grip as one unit. Of course, panel fit and finish is precise.
Distinctive shape
- Original design stands out from crowd
- Bold, dynamic lines
- Available in three and five door body style
Auris has bold, dynamic lines which the stylistscreated to ensure it gets noticed, even from a distance. The characteristic proportions, ‘shortand tall’, are unlike any other car in the segment which make Auris stands out from the crowd.The clear, three-dimensional form with strong frontal styling and sweeping lines suggest an exciting drive and superior quality.
Yoshihiko Kanamori, Auris Chief Engineer, explains: “Auris has been developed to have distinctive styling that projects a sporty image. We wanted to create a hatchback that offers lightly intelligent package, engaging driving pleasure and the highest possible level of perceived quality. In creating an original overall design, we pursued unique qualities in even the most minor details.â€Â'
Auris creates its distinctive form with a broad width (1,760 mm) and a tall height (1 ,515 mm). Overall length is 4,220 mm, in combination with a wide front and rear track with respectively 1,524 mm and 1,522 mm.
Short overhangs of 890 mm front and 730 mm rear, and a low centre of gravity create a dynamic side silhouette, emphasised through the rising belt-line and strong, forward tilted rear pillar and rear window.
Nine bright exterior colours will complement the distinctive Auris style. The colour of Cedar (green-blue) is entirely new whilst four other colours - dark grey, super red, dark green and dark blue - are new to Toyota’s C-segment product range.
The nose is prominent, centred on the Toyota symbol. The graphics of the radiator grille further enhance the Toyota family identity. The front bumper is sharply angled to wrap around the nose and blends to the prominent wheel arch –almost suggesting a car without corners. This effect is carried further by the headlamp styling which also wraps smoothly into the wing.
Detailing in the headlamp design and the two-step structure of the radiator grille create points of character that enhance a unique and premium image.
The sporty image is emphasised by adopting a low door profile and highlighting the presence of the large standard 16’’wheel (D-4D180 17â€Â'wheel sizes) with wide track and flared wheel arches. This is particularly true of the three-door body where the sports driving performance is emphasised in the stretched belt-line graphicsand dynamic rear pillar shape.
The rear view further enhances this sporty image with a wide appearance and a low centre of gravity. Again, the rear bumper and combination lamps wrap around the sides to reduce any sense of squareness and echo the frontal design.
Detailing on the rear lamp cluster improvesaerodynamic performance and contributes to visibility. Lamps are arranged in a vertical cluster which creates a sense of unity between the front and the rear.
Between the rear lamp clusters, the wide trunk opening hintsat the modularity that will make owning Toyota Auris both a practical and enjoyable experience.
Page 1: Overview I
Page 2: Overview II
Page 3: Driving Experience
Page 4: Powertrains (Diesel)
Page 5: Powertrains (Petrol)
Page 6: Equipment
Page 7: Safety
Page 8: Technical Specifications
Related entries:
Toyota Auris Achieves Top Crash Ratings
New Toyota Auris Pricing Announced (UK)
Toyota to Debut Auris SR180 for New Year
