Toyota Zelas launched in China, priced from 255,000rmb to 280,000rmb
The Toyota Zelas sports car is essentially the Scion tC in Toyota badges to take on the Chinese youth market and was first unveiled to the Chinese market at the Guangzhou Auto Show in late 2010. Toyota has so failed to make a strike against the youth market and also in the small car segment due to it only delivering the Yaris, Vios and Camry in the Chinese market, neither of which have the ‘youth appeal’ of the Suzuki Swift or the Ford Fiesta. The Zelas will be imported into China and will be priced relatively high due to high import fees, the base model will be on sale from 255,000rmb ($38,000USD) whilst the premium model will be on sale from 280,000rmb (42,000USD). Both cars will be rocking a 2.5L 4 cylinder engine.
Toyota dealers across China are starting to receive the models, although it is currently unclear if the Zelas will find itself a market in China.
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Toyota Zelas? Attractive name…
I love it when they talk about tackling the ‘youth’ market. For me a youth is someone aged between 17 and 21. After 21 they are proper adults. Even in the ‘rich’ UK of a few years ago … there are very few ‘youths’ who can afford a new car, and especially not a new car that also happens to be in the least bit sporty. So what they really mean by ‘youth’ market is rich kids or middle aged women whose kids have left home. Rocking.
Actually the target will be buyers in their 20s and early 30s. And in China quite young drivers really can afford a new car (thanks daddy or sugar daddy) and insurance does not curtail sporty models.
Im late 20′s now. Wish I could easily afford a new car.
Like I mentioned in another thread, the rich Chinese youth will be hard pressed to choose this over an Audi or BMW.