Toyota introduced the first Matrix five-door in late 2002, during the best-forgotten height of carmakers’ “create a new segment” shootout, and promptly dubbed it a CUV–crossover utility vehicle, aimed at attracting coveted young, cool buyers.
Despite decent sales, the Matrix did not quite hit the mark–and not solely because of its take-it-or-hate-it styling and questionable sporting pretensions.
“[It] was seen far too often as a small, conventional, practical wagon,” said chief engineer David Terai.
Not to mention that Toyota’s Scion division came along and really targeted the fabled trendsetters companies covet.
Toyota maintains that Scion brings new buyers into the fold; the Matrix and its Corolla platform mate keep them there. But this market is crowded with contenders. Terai said the new model needs to stand out in a crowd and must “focus on the adrenaline rush at 10-10ths through a hairpin turn.”
autoweek.com
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