Discussion Starter · #1 ·
According to Toyota itself, the Scion C-HR concept was design ed with millennial "yuccies" in mind. First off, I have never heard anyone describe themself as a yuccie, and that makes me question who exactly these people that Toyota is targeting are.
Toyota came up with the term "yuccie" to describe "young, urban creatives." Basically this means young people who live in the city and might like a car that is a little interesting in the styling department instead of many of the other options out there that are quite mundane.
Toyota has determined that the yuccie is looking for something compact and with a high ride height. That's why the C-HR actually stand for "compact size and high ride height." If trends continue, it very well could be the case that the sedan will continue its decline and anyone who is anyone will be driving a small SUV.
Business Insider reports,
The C-HR embraces a philosophy of style-before-utility. A similar design aesthetic can be seen in Nissan's Juke. Toyota believes this will appeal to millennials, though I am curious why the company believes that millennials prioritize style of over function. A balance of both seems like a natural course.Bob Carter, Toyota Motor Corp.’s top U.S. sales executive,predicted today that the RAV4 will outsell the Camry within the next five years as millennials, the children of the baby boomers, embrace small SUVs as the new family car.
“I’ll bet you lunch that will happen,” Carter told reporters Thursday at a Toyota holiday party in Detroit. “Many of these under-35-year-old buyers, who are entering the market in a big way right now, grew up in SUVs.”
So there you have it. Toyota has studied the millennials. They have understood their yuccie customer. And after all that research they have presented the millennial generation the Scion C-HR -- soon to become the Scion iR.