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Few will forget the impact that the Toyota Yaris made when it first entered the market in 2005. Its introduction followed the extremely popular Toyota Tazz and it immediately established itself as the most modern offering in the B-segment. Following Toyota’s call to prospective owners to “Move on, move up”, more than 10 000 people opted for this modern new city vehicle in the first four months after introduction. That made it at that time the quickest uptake of any model yet in South Africa’s history. To date 111,162 units have been sold.
With such significant sales volumes, the Yaris remains one of the most popular and most successful B-segment vehicles by Toyota in South Africa, despite the increased competition from new B and sub-B segment competitors. It is not only the competition in the B and sub-B segments that have increased. The market for more affordable vehicles and the number of vehicles in these segments have grown significantly and now constitute close to 50% of the total vehicle market.
This growth in the entry level market has strengthened the business case for the introduction of a more affordable B-segment vehicle that will continue to offer the quality and durability that the Yaris is known for, but at a lower price point.
The new entrant, to be called the Yaris Zen, will add to and expand the market reach of the popular Yaris. The vehicle is the product of an extensive programme to better understand buyers’ preferences and requirements in this highly competitive segment. As such the vehicle represents a significant change in product offering.
Research has shown that the average buyer in the B and sub-B segment – for value focussed vehicles – remains highly sensitive to the vehicle’s total cost of ownership. This implies the cost of purchasing, combined with the cost of operating, servicing and repairing the vehicle. Taking heed of this market research, all Yaris Zen models will be sold with a 4 year or 60 000 km service plan and 3 year / 100 000 km warranty as standard.
Toyota has also significantly added to the Yaris product range with the introduction of the Yaris Zen. The new range of Yaris models will now be known as Zen1 and Zen3, with the number bearing resemblance to the 1 litre or 1.3 litre capacity of the engine. The name flows from the popular Asian sub-culture that is relevant in the target market and emphasises the peace of mind of owning a Toyota.
The name change also links to a significant rationalisation of the product line, which now offers 10 Yaris Zen models and one remaining model from the traditional Yaris line-up. Of this range, five models will be hatchback versions and five models will be available in the sedan body shape.
“Apart from the new range introduction and the impressive value offering, we believe that the new Yaris Zen and accompanying retail sales campaign will return the Yaris to its original target market, namely the “29ers” or people of all genders and races in their twenties,” says Glenn Crompton, Vice President of Product and Demand Planning at Toyota South Africa Motors.
With an entry level price of only R126 300, the Yaris Zen’s price is surely the first aspect of the new vehicle that attracts attention. The low price flows from the rationalisation of the product range.
Says Andrew Kirby, Senior Vice President of Sales and Marketing at Toyota South Africa Motors: “Despite the affordable price and consolidated range, the Yaris Zen will not compromise on its traditional strengths, namely build quality, safety and durability.”
Toyota South Africa will introduce the Yaris Zen without any changes to the design infrastructure that has ensured the Euro NCAP five star safety rating. This includes a driver and passenger air bags on all models and anti-lock brakes (ABS) with electronic brake force distribution (EBD) and Brake Assistance (BAS). Also included in all models is Toyota’s patented Minimal Intrusion Cabin Safety system (MICS) that disperses the force from a side or partially head-on collision to protect passengers, whiplash injury lessening headrests (WIL) and anchorage points for children’s seats inside the cabin.
Other safety features include side reinforcement in the doors, a collapsible steering column and retractable pedals in case of an accident and liquid filled engine mountings at strategic places to both ensure vehicle safety and reduce noise, vibrations and harshness inside the cabin.
