Rukus brings younger buyers to Toyota
26/7/2010
Toyota's eye-catching Rukus is attracting younger buyers - and most of them are new to the Toyota brand.
Figures supplied by Toyota dealers show around 55 per cent of customers driving away in a Rukus are in their 20s, 30s and 40s.
The trend towards younger buyers is significant for an established brand like Toyota where the proportion of customers in these age groups is normally below 50 per cent.
Reporting by Toyota's dealers also reveals that most Rukus buyers are moving out of a competitor's car.
"Rukus is achieving its purpose of enticing younger buyers - especially those who may never have previously considered a Toyota," Mr Thompson said.
"More than 40 per cent of Rukus customers are from Generation X who are now in their 30s and 40s, and there is healthy demand from motorists in their 20s," he said.
"Dealer feedback confirms this is due to the distinctive Rukus package - its in-your-face styling, compact exterior, roomy interior and plenty of punch from its engine.
"Importantly, Rukus has features that appeal to customers of all ages - wide door openings for easy entry and exit, tall driving position with large windscreen, easy-to-read dials, lots of headroom, capped-price servicing* and Toyota reliability.
"It's not surprising that, in addition to the younger buyers, we have also seen heightened buying interest among other age-groups - perhaps because they view Rukus as the modern interpretation of a Corolla wagon."
Rukus prices start at $27,490^ with buyers able to choose from three equipment grades known as Build 1, Build 2 and Build 3.
For a limited time, Rukus is being offered with a finance and insurance drive-away package through Toyota Financial Services and Toyota Insurance.#
Starting at $123 a week for a Rukus Build 1 over a five-year term, the package provides 12 months' comprehensive insurance, a two-year extension of the Toyota factory warranty to five years, plus three years' roadside assistance.
Rukus is achieving its target of at least 150 sales a month.
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