Target Market Observation

[uncleyaris]

my observations here, It seems that many Yaris owners are not even the buyers
Toyota is apparently aiming this car for. I'm not an entry level buyer, late 30's, And I get the feeling many others here are in my braket or older( no offence). Just an observation, What does everyone else think?

UY

[machine1]

I'm early 30s, and just needed a simple, reliable, and economical car to commute to work and travel across the country with(Drove 3300+ miles to California first month I had it). After owning 3 Toyotas(79 SR5 pickup, 93 ES300, 01 Tacoma) it was a logical choice.
I like the european styling, multiple storage areas, and space efficiency of a car with such wierd dimensions on the outside. The liftback has it's own look and feel that ownership of one only applies to certain individuals. The four door has a more conventional look compared to the liftback, and the Corolla's just as cheap as the Yaris, but the Corolla is too vanilla.
It's too bad they don't offer the 5-door here in the states. I'd take my losses and trade mine in for one without hesitation.

[St_G]

I think that IS the target, age-wise. Scion is Toyota's youth-targeted brand. The Yaris is mostly being marketed as a gas saving commuter.

[60 Somethings]

I read where the target market for Yarii was the older driver, while the target market for the Scion was the younger group.

I think you are possibly in a never-never land between the two! I know why we bought a Yaris - we are OLD, but why did you??? :biggrin:

It would have been even more worrisome if we had bought a Scion tA instead of a LB. :drinking:

[SmellyTofu]

For those wanting 5 doors, why not get an xB or xA and spec up? Just different styling but same functionality. Older folks still want to (at least) feel younger.

[Yaris305]

Bro this is my first car i got it when i was 16 years old, but yea there are alot of old timers on this site especially that have little attitudes on top of that

[Polar_Yaris]

my observations here, It seems that many Yaris owners are not even the buyers
Toyota is apparently aiming this car for. I'm not an entry level buyer, late 30's, And I get the feeling many others here are in my braket or older( no offence). Just an observation, What does everyone else think?

UY

I'm in my mid-30's. One reason for gettting the Yaris is to feel young again....and it does!! Haha

[TrancosRt]

Mid 20's here and I love the styling far more better than enything Scion ever came (will?) come up. In my eyes (even before buying. Now you might say I'm biased) the Yaris is the best looking car on the road (sure, a BMW M3 2007 is sexy, but I think that after a while it would become a status symbol. The Yaris has no status symbol, and maybe that's the symbol it intends to project... weird eh?).
Plus, I've been waiting for a nice European small car to come up for a while. I grew up in a country where european brands and european designs (in american brands for instance) ruled, so I like them better than other designs.

[foober]

I'm 54 and just wanted a simple very good gas milage car that is very reliable that didn't cost to much. My sister and brother in law like 30,000 dollar cars with alot of gadgets that break and that they can be in debt for several years with. Folks have different intellegence levels.

[gabagooo]

I don't think that I meet the demographic. I am 42 and traded down to the Yars from a 2006 Honda Civic. I almost went with a Mazda3, but my wife and I liked he idea of the hatch and the price was lower on the Yaris. On a side note, while out looking at cars we met an older couple (late 60s) with a Scion xA. They told me they bought the Scion becasue of the price and that it was a Toyota product. They REALLY blew the demographic out of the water for that brand.

[Pars]

Compared to the Fit, here in Toronto, it a appears that the younger drivers (30ish and less) are in the Yaris and the older ones opp for the Fit. Since I'm borderline, I prefer to go with the younger crowd.

[60 Somethings]

"there are alot of old timers on this site especially that have little attitudes on top of that"

GUILTY AS CHARGED!!!

I call it spirit...it's needed so one doesn't get beaten down over the years. It's that attitude, spirit, fiestiness - whatever you want to call it - that helps you get older and still have energy for, and interest in, life.

Otherwise, we'd likely be driving a metalic gold Buick La Sabre instead of a Yaris LB......lol

[FYI: Our LB replaced my strippo '98 Ford Ranger.........however, I think wife feels it is HER car instead of the 4Runner Sport V8 we bought a few months earlier with her name first on the Registration (replacing HER '97 Explorer). Oh well.]

[MrMondayNite]

I'm 35 just recently got married, so I inherited my wifes P.O.S. 99 Saturn used that for a down payment. The Yaris was originally supposed to be my wifes car, but I love it so much that I use the Yaris :biggrin: and she uses the civic.

[spkrman]

21, i bought it cuz its cheap/sexy/built on proven reliability... is there more to buyin a car? :)

1st new car... and I do see lots of older folks ridin around in the LB's... I've yet to see someone below mid 30's.

[Nimble]

21, i bought it cuz its cheap/sexy/built on proven reliability... is there more to buyin a car? :)

1st new car... and I do see lots of older folks ridin around in the LB's... I've yet to see someone below mid 30's.

Beware fellow Chicagoan, I'm a new today Yaris owner!!!! I'm so excited for it! I'm used to fast, low BMW's, but this is the best $12K I ever spent! I got a conven pack, all weather pack, black, 5 spd litback for under invoice!!! Quite the deal over at Grossinger Toyota in Lincolnwood. Hope to see you around, btw, I'm only 26. :thumbup:

[spkrman]

awesome!

http://www.acrbill.com/chicagolandyaris/ check it out :)

[St_G]

For the record, I'm 28, so I'm not saying that it's all old people BUYING the thing; just that Toyota doesn't seem to be going out of their way to target younger buyers the way they do with the Scion models. I read an article not too long ago (in either the Washington Post or the NY Times, I forget which) that said Scion is actually cutting WAY back on their advertisements because they're selling so many cars, they're afraid they'll stop being seen as "cool."

The Yaris could only hope for such a problem. Don't get me wrong, I think the LB is a pretty cool looking little car, but it does NOT, as yet, enjoy the brand image that the Scions (especially the xB) do and Toyota doesn't seem intent to help it along in that regard, for fear, I assume, of competing with themselves. Honda is doing a much better job pitching the Fit (nevermind that they always show you a Fit Sport, but quote the price of the Mini-Oddysey-looking base model).

[Typer73]

Bro this is my first car i got it when i was 16 years old, but yea there are alot of old timers on this site especially that have little attitudes on top of that

Not little attitudes--BIG ATTITUDES!!! And we're not old, we're EXPERIENCED. Besides, even "old" girls just wanna have fun!

[Nimble]

awesome!

http://www.acrbill.com/chicagolandyaris/ check it out :)

Sweet! I'll have to register.

[bugnuts]

Bro this is my first car i got it when i was 16 years old, but yea there are alot of old timers on this site especially that have little attitudes on top of that

I'll show you an attitude you little wipper snapper!! I guess 30 is the new 50 Now, Hell when I was in my teens I was partying with people older than I am now. W.T.F.?:iono:

[uncleyaris]

now now people, I guess my train of thought has lead to this. remember to be nice. I was only stating facts. This car was supposed to be an entry level car. Yet Some of us are here to mod these things. Not to many entry level people can Mod(unless debt no issue). It is not entry level price, at least here in Canada, and any mods(tail light JDM) will cost you a first born, lol. I noly wanted conversation and response. We are all Bro's and sis' here!!!!


uy:thumbsup:

[60 Somethings]

There is a really wide range of people on here - and from all over the world, to boot. It's interesting to see what everyone is doing to their cars.

There is a lot more available today to customize your ride than there was when I had my first few cars. Painting the rims black, installing fake white walls and finding some cool hubcaps - like '60 Ford botton caps - and lowering the front end was about all I could afford. Well, on my first car I did install scavenger pipes and paint the underside white, which was hot then!!! ('53 Ford 2dr Sedan)

The only "custom" wheels then were reversed and chromed steel rims.

[mkaresh]

The actual demographics of buyers for just about any car are all over the map. Demographic targets are mostly BS. It's much more effective to focus directly on buyers' needs and tastes. The main value in having a demographic target is that the main data on TV show audiences and magazine subscribers is demographic, so a demographic target helps decide where to place ads.

[Nivyn]

24 - bought it because it's good on gas, in my price range, and fairly cute and sporty.

[Treyz]

I'm 24 and kinda jumped into the Yaris.

Not meaning I wasn't looking at it already, just wan't expecting to get it this soon. Just blew the engine in my 240SX which is also my drag/drift car. In other words I have been looking for a daily driver but never had cash upfront for private buyers. I looked online at styles and prices and it was a toss up between the xA and Yaris liftback. I was looking for something that was inexpensive and reliable (normaly those two words do not mix together) as well as stylish. Went to the dealership and saw that with $0 down the xA would have brought me above my monthly payments but it didn't matter. I was always a fan of 2 door (since I have no kids) and also needed a lot of room to transprt things (like a motor for the 240) so the Yaris was the ringer. Plus the gas mileage per gallonsold me also. Will I do a little something to this car, maybe in the future.

Regardless of the taget age group, seems like a lot of people seem to get these cars for the same reasons. Plus they're selling.

[ChinoCharles]

From what I can gather, women and old souls go for the sedan. The liftback is reserved for the younger crowd and anyone that cares about being unique over having a trunk.

There are, of course, many exceptions. I'm just basing this on my experiences. When old people ask me about the car at gas stations (and it happens often) they often tell me they're looking at the sedan.

[St_G]

Women seem to be prety drawn to the cute-factor of the LB. I have no idea who's buying the sedan. But then, I have no idea who's buying the Corolla either and I see tons of those on the road. I would assume that the same people who are drawn to the Corolla are drawn the the Yaris sedan. It's not that much smaller than the Corolla and it can be had cheaper with better appointments.

From what I can gather, women and old souls go for the sedan. The liftback is reserved for the younger crowd and anyone that cares about being unique over having a trunk.

There are, of course, many exceptions. I'm just basing this on my experiences. When old people ask me about the car at gas stations (and it happens often) they often tell me they're looking at the sedan.

[Treyz]

All the Yarises I see are the sedans. Besides the blazing blue LB that someone has at my girls job, mine is the only LB I see around here.

[KSIbucky]

there are 12 people at my HIGH SCHOOL that drive this car there all teens

[60 Somethings]

EVERYONE has a 4dr Sedan!!!!!!!!!!

That's why we have a Lift Back.

Couple nextdoor went through COSTCO program at our recomendation - they got a Carolla - they are 80 & 85!

So, I guess we are the KIDS on the block at 62 & 64.

[spkrman]

there are 12 people at my HIGH SCHOOL that drive this car there all teens

haha ow

tell em go here:
http://www.acrbill.com/chicagolandyaris/

:)

[tekmoe]

i think i bought the yaris because my first car was an 86 VW GTI hatchback and i absolutely loved that car. my second car was a corolla and although it was very, very reliable, it was just another corolla on the road. 3 years after owning the corolla the yaris made its debut. i said i had to have one...and here i am.

i am 23 btw.

[redyaris]

Im 41, male, married with child. I traded my 95 Volvo 850 turbo sedan which needed about 8K in repairs. I also work FAR from where I live (35 miles). I needed a cheap POS (no more expensive european crap) good on gas...I was aiming for a used Hyundai or KIA.

I got very lucky when I encountered my Yaris walking a CarMax lot in Kennesaw, GA. I dont know the entire story on my car but it had 10K miles. I had never seen one before and was instantly struck by the styling.

You should have seen the chaos when my CarMax sales dude was completing his 'quality' checklist and could not find the jack!!!

It came without an owners manual and the rear cargo cover (wtf?...I need one if anyone can help). Toyota sent me a manual free.

So I dont know if I fit the profile or not?!?! But I do know if this car is bulletproof I'll be a Toyotaphile for life.

[zerofloat]

I'm 52 and wanted a commuter car. This thing is great. Wanted the liftback to haul stuff if needed. Maybe will tow behind the motorhome (stick transmission). Last car was a 1988 Fiero so the size seems normal. Got some flak from the coworkers but they get to spend lots more money for fuel, depreciation and insurance. I wish it had a plastic body so it wouldn't ever rust. Dealer installed a Rostra cruise control that works fine. I was concerned that the power wouldn't be enough but it is fine too. The Yaris was so affordable I wrote a check for it. I did read that someone paid for it with a credit card to get points!

[60 Somethings]

The Yaris was so affordable I wrote a check for it. I did read that someone paid for it with a credit card to get points!

Age 64 , here. We did try that, but dealer would only accept $2,500 on credit card, otherwise we would have "charged' the whole car. So we just wrote a chck for the balance - one of the perks of age - sometimes - I also understand lots of older folks will never be able to buy a car, let alone pay cash for a new one. Need to keep things in perspective

[nsmitchell]

I'm 52 and wanted a commuter car. This thing is great. Wanted the liftback to haul stuff if needed. Maybe will tow behind the motorhome (stick transmission). Last car was a Fiero so the size seems normal. Got some flak from the coworkers but they get to spend lots more money for fuel, depreciation and insurance. I wish it had a plastic body so it wouldn't ever rust. Dealer installed a Rostra cruise control that works fine. I was concerned that the power wouldn't be enough but it is fine too. The Yaris was so affordable I wrote a check for it. I did read that someone paid for it with a credit card to get points!

Omaha... you should get some killer mileage. Isn't that place flat as a board?

Keep us posted.:wink:

[SailDesign]

About to be 52, and wanted to replace the Honduh wagon that used to be the wife's and was falling apart (more in repairs/month than my new payments) Previous car was a VW Fox (kinda like a cheaper, less powerful Jetta) and the Yaris was the best of both worlds - cheap to run, no power anything (much) and still nippy enough to provide fun in the twisty bits ;-)

[Razr]

I'm 32yo and bought the Yaris for my 29yo wife..

When we picked it up from the dealership, she asked me to drive it first (she hasn't been driving long and was a little nervy). I said "fine" and jumped in the drivers seat. After a few KM's driving it, I blurted "OK sweety, here's the deal: this will be your car when you drive it more than me".

Needless to say it's been an onoing battle for the driver's seat ever since :)

What a cool little car!

[mikeukrainetz]

Im 27 and my wife is 21 - we had a 99 malibu which she pretty much totalled the first time behind the wheel (hasnt gotten much better). So I tried giving the car away to my brother and it always came back like a boomerang - what a POS. Barely made it to the Toyota dealer - had to pay them $2000 to take it (owed $4).
I wanted a 'new' car without buying another ex-lease thats been driven the shit out of. Yaris was the only car in the month or two that I actually looked that was in our price range brand new.
At the time we only had kid #1 now we have #2 and the Yaris has gotten a bit too cramped for all four of us so we generally use the wifes volvo wagon. I drive the Yaris 2km to work and back and spend money on it thats it. Its become a toy like the rest of my projects.

[acrbill]

I'm 28 with one kid and another on the way.

I like the looks more than anything. It is slow and handles poorly but I still enjoy driving it.

[Jem_hadar]

All the Yarises I see are the sedans. Besides the blazing blue LB that someone has at my girls job, mine is the only LB I see around here.

Crazy. UP here I maybe see 2 or 3 Yaris sedans ever. But here and in Toronto, I see so many Yaris Hatchbacks. They are DEF the preferred model Canad I think (but also our hatches arent left just as basic like yalls are unfortunately)


there are 12 people at my HIGH SCHOOL that drive this car there all teens

hah AWESOME ^5

[dansides]

I am 54 had 4 echos, my daughter total our white echo she needed a other car. We gave her our bk echo, an got us a new 3dr love it. NOW we look as cool as we are when about town. :w00t: :w00t: :w00t:

[foober]

I'm 53 and have had nothing but toyota and nissan trucks till my yaris.

I don't know why anyone thinks its slow. I'm having to try and lay off the gas from not going over the speed limit with it. I love it. I can't think of one bad thing about it. I'd buy another for my work but i still need a truck for my work.

[zerofloat]

Omaha... you should get some killer mileage. Isn't that place flat as a board?

Keep us posted.:wink:
Yup flat cold windy and SNOW but we got 38.5 on the first tank. I like it!