Toyota is preparing an assault on the youth demographic and by youth they mean under 40.
No matter, Toyota calls the car in question the S-FR, which stands for Small, Front Engine, Rear Drive, its the size of a Toyota Yaris and they kinda want to build it.
Toyota is hoping that a sub $15,000 MSRP, attractive, classic styling and excellent dynamics are enough to lure a younger buyer to the showroom, even if he happens to be 35.
Toyota says the S-FR project has been designed to offer “smooth, responsive and direct handling that gives a real sense of communication between car and driver.” That goes along with a vision of tuning and customization, if Toyota does send the S-FR we expect it to reach North America as a Scion.
Of course the question always comes down to cost of production. Yes Toyota is the master of production systems but their mastery simply cannot support a product that will not sell. Toyota will be carting the S-FR to autoshows around the globe looking for feedback from consumers, if its healthy enough they'll build it, if not they won't.
First they need a crossover, but what do you think, would the S-FR have sales legs if sold as a Scion in North America?