Toyota not planning to bring the 2013MY Matrix

Article by Christian Andrei, on December 18, 2012

While Toyota confirmed that it will start production of the Tundra and Corolla redesigns in 2013 and will offer revisions of the RAV4, Avalon and Highlander, it’s likely that the Corolla-based Matrix hatchback won’t be renewed for the U.S. market when the redesigned Corolla arrives next fall.

During the press introduction of the RAV4, Toyota Division boss Bill Fay said that it “won't be the end of the world” for the company if the Matrix is dropped.

He said that the Matrix will still be offered in Canada. Fay clarified that Honda will build a subcompact crossover that uses the Fit platform but it doesn’t intend to offer a crossover below the RAV4. He added that the Rav is the smallest that the company plans to get since it has all or majority of the customer’s requirements in this segment.

In 2012, the Toyota brand widened its market share by 1.4 points to 12.2%. Fay said that Toyota aims to achieve faster growth than the industry in 2013 too. However, he didn’t provide a volume target. It’s believed that Toyota will kick off its "Let's Go Places" umbrella advertising campaign with an ad during the Super Bowl.

But then, Fay said that he’s not certain if it will show off the either the RAV4, Avalon or both. This year, Scion sales have grown by 51% and they’re likely to end up at about 75,000 units.

This still fails to meet Fay’s expectations for the brand. He hoped to get around 100,000 in the near term. Fay said that there has to be certain volume to sustain the attention of everybody. The automaker has been talking to its dealerships about Scion being “more than just volume” amid their desire to have Scion make 200,000-300,000.

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