2015 promises to be a big year for Toyota. The US market is increasingly important for Japan, Inc., and that market is growing. 16.4 million new light-vehicles are expected to be sold in the US in 2014, and 2015 estimates are as high as 17 million. The updated Camry will help capture a large slice of that growth, but you need competent product across the board when every basis point counts.

Yaris sales have never led the subcompact segment, but they’ve become particularly soft lately with over 50% going to fleet buyers. The new “European flavor” of the refreshed 2015 Yaris is arriving without a moment to spare then.

Will the refresh be enough to return the Yaris to relevance, or can we still only say that “it’s a car”?

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Toyota is touting a new “European flavor” for the 2015 Yaris. I’m not sure what that means, but it does evoke bad memories of the chevre I left in my suitcase after coming home from the Paris Auto Show. (Read More…)