Toyota Launches New Auris In Japan, Europe Has To Wait A Few Months
Toyota’s best-selling Corolla was deemed as not appropriate for the hatch-enamored Europeans. To correct this shortcoming, Toyota’s Nice-based design center came up with the Auris. It is, well, a hatched Corolla. The car is not available in trunk-fascinated America. The Auris is a Toyota mainstay in Europe. It is also available in Japan, where it adds to the army of Toyota models, sometimes also under the name Blade. Today, a new Auris was announced in Japan.
In Japan, the new Auris wants to set “a new standard for sports hatchbacks.” Its height has been reduced by 55 mm for a lower center of gravity, the seats were also lowered by 40 mm. It is available with either a 1.5 liter or 1.8 liter engine, mated to a CVT. The 1.8 liter engine version can be ordered with a stick. Toyota plans to sell a modest 2,000 units per month in Japan.
In Europe, the new Auris is expected to be announced at the upcoming Paris motor show. The EU-spec Auris will be built at Toyota’s factory in Burnaston, Derbyshire. It should go on sale in early 2013, just in time to duke it out with the new Volkswagen Golf Mk7.
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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"Toyota’s best-selling Corolla was deemed as not appropriate for the hatch-enamored Europeans. To correct this shortcoming, Toyota’s Nice-based design center came up with the Auris. It is, well, a hatched Corolla" Corolla hatchbacks and Corolla Station Wagons haven been available in Europe for many, many years and Corolla generations. We even had available a Corolla derived MPV, the Verso: http://en.wikipedia.org/wiki/Toyota_Corolla_Verso
Any want to remind why we Americans are so obsessed with the sedan configuration of our cars? Still doesn't make any sense to me on a small car b/c a hatch or wagon is MUCH better for carrying things.