Toyota discontinues the Matrix for the 2014MY

Article by Christian A., on October 8, 2013

No hoopla took place as Toyota decided to discontinue the Matrix from its 2014 lineup. Toyota put the blame on sluggish sales for its decision to make the 2013 model its last. According to Paul Holdridge, Toyota Motor Sales U.S.A. vice president of sales, the Matrix had an identity problem. Consumers were not aware if the Matrix was a wagon or a five-door hatchback.

Many didn’t even know that the Matrix existed. Holdridge told Edmunds that the problem was “asset allocation.” He said that the Matrix can’t be funded from a competitive set and that the company failed to promote it. Also, Toyota’s production focused on the Corolla so not enough Matrix units were built.

Holdridge said that the Matrix was “really a Corolla wagon." The same front-drive vehicle platform was used on the Matrix and the previous-generation Corolla. For the 2014 product lineup, the Corolla was redesigned. However, research proved that American buyers didn’t want the Matrix car. In 2012, Toyota was able to sell around 291,000 Corolla and Matrix cars combined.

A Toyota insider revealed that the Matrix made up just 4,300 sales of this figure. For this year, Toyota hopes to sell 300,000 Corollas here and 330,000 in 2014. Holdridge shared that there were instances when customers would go in a Toyota showroom and comment that a Corolla was too small for their needs.

After the salesperson offers the Matrix, the response is usually that they’re not aware that Toyota made it. Toyota has dropped plans to add a Corolla wagon but a five-door hatchback is in consideration. Last year, Hyundai expanded the Elantra lineup, including a five-door hatchback.

If you liked the article, share on:

Comments

Recommended

Audi’s intention to bring out the Renn Sport Racing version of the Q5 was made clear when it unveiled the Audi SQ5 at the 2017 Detroit Motor Show early this...
by - July 22, 2017
Kia’s Sorento midsize sports utility vehicle is reaching its mid-cycle for the 2018 model year. Thus, its fans, enthusiasts and satisfied customers are expecting the Sorento to receive an update...
by - July 22, 2017
The Lotus Evora Sport 410 astonished the world after arriving as the more powerful and lighter edition of the already impressive Evora 400. Now, Lotus Cars is throwing in another...
by - July 22, 2017
The Europe-bound WRC hatch developed by Toyota and Gazoo Racing team will be limited to just 400 examples as reported by AutoCar this week. Otherwise known as Gazoo Racing Masters...
by - July 21, 2017
Even cops get excited when they’re assigned to drive the best cars in the market. In Austria, police officers drive around in a Porsche 911 Carrera while in Milan, authorities...
by - July 21, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries