When Toyota introduced their Toyota Mirai and the new Prius, it looks entirely different from their existing design style. It seems like Toyota is going increasingly offbeat. Their new small compact SUV Toyota C-HR will bring the attraction to the mainstream. It looks like Toyota is trying their hard to compete with other new brands like Kia and Hyundai and stay relevant.
It’s got 4 doors and a hatch, but it’s not a hatchback. It’s large, with room for five, but it’s not an SUV. And it’s got a fast-sloping roofline, but it’s not a sports car. – Andrew Gilleland, vice president of Scion
The new C-HR is their latest attempt to grow even further. It will move Toyota from their comfort zone. They are targeting the new compact SUV able to attract who want a high-style, high function and great handling vehicle with reasonable price.
No more boring Toyotas. This shows that we have the capability and the desire to change our design language and be more aggressive, polarize, not try to be kind of vanilla for everyone. If that upsets a few people, that’s ok. We also want people to love the brand – Karl Schlicht, executive vice president of sales functions with Toyota Motor Europe
The new Toyota C-HR will compete with Honda HR-V, Audi Q1, and Mazda CX-3. It will offer 1.2-liter turbocharged engine or a 1.8 hybrid engine. The C-HR will go on sale later this year in Europe.