Toyota enters fray with C-HR
Toyota has finally entered the vital compact SUV market with one of its most striking models ever – the C-HR. files from its media launch.
Apparently, within Toyota, the jury is out as to whether C-HR stands for Compact High Rider, or Cross-Hatch Runabout. Some prefer the first option because it tells the story of the new vehicle’s appearance, while others prefer the other because it denotes performance.
Whatever. What is undeniable though is that in New Zealand’s new vehicle market segment that caters for small SUVs, there is quite a bit of product that is rather conservative in design.
And then there’s this new Toyota C-HR – which presents itself as a fresh and very striking offering. ‘‘Launching the C-HR in this market segment is a bit like presenting a gun at a knife fight,’’ was how Toyota New Zealand’s general manager of sales Steve Prangnell described the vehicle’s arrival.
‘‘You’ve got to admit that many of the most most popular vehicles in the compact SUV segment look a little drab. But this model is really eye-catching. It shows that Toyota is capable of producing imaginative and desirable vehicles,’’ he told journalists at a media briefing in Auckland.
Of course, being a marketer and a Toyota executive, Prangnell had to say that. But there’s no denying that in terms of looks, the C-HR is easily the most extroverted Toyota seen in New Zealand in recent times
Its bodyshell features what is called ‘‘diamond architecture’’, featuring a muscular lower body and a coupe-like roof-line, this look is enhanced by high-mounted integrated rear door handles, and tail lights that sit proud of the rear bodywork.
Like it or not, the C-HR is a distinctive alternative to the sometimes saccharine designs of some of the competition in the compact SUV segment. Quite obviously not everyone will enjoy the look of the vehicle. But it’s that
look that makes it a significant new vehicle release, because it underlines the aim of Toyota Motor Corporation president Akio Toyoda to change the public image of Toyotas.
The C-HR’s interior is interesting, too. Everything is designed so the main instruments and controls angle towards the driver for a more cockpit-like feel, and the dominant piece of equipment is a large-touch screen display on top of the dash. Overall, there’s a premium feel to the interior.
So there we go. Maybe in terms of appearance and design, Compact High Rider is the right description for the C-HR.
But performance is interesting too, from a couple of perspectives.
The first is that the C-HR is the second Toyota for New Zealand to be built on the brand’s new Toyota New Global Architecture (TNGA) platform – the first was the latest Prius – and the benefits of this new-age chassis are immediately obvious. It really does ride and handle well.
The second performancerelated news is that powering the C-HR is a brand-new 1.2-litre turbocharged petrol engine that offers excellent torque delivery from low engine speeds. It’s not much torque – 185 Newton metres – but it is available from a diesellike 1500rpm which means there is immediate accelerator response, and that makes this Toyota very nice for normal use, particularly in urban areas.
Its worth comparing that torque and its availability with a couple of other Toyotas. The 185Nm is available from the 1500rpm through to 4000 rpm. A 1.8-litre normally aspirated Corolla develops 173Nm at 4000rpm, and a 2.0-litre RAV4 offers 187Nm at 3600rpm. Little wonder then that the C-HR offers a linearity of engine performance that is quite impressive.
The car does run out of a bit of puff at the higher speeds however, thanks to the fact the engine’s maximum power is a lowish 85kW. But it tries hard enough, and helping out is a CVT transmission with a seven-speed sequential sport mode. The car also offers Eco, Normal and Sport drive modes for the more spirited motoring.
Toyota New Zealand has chosen one highly equipped level of specification for the C-HR, which is available in front-wheel drive and all-wheel drive forms.
The compact SUV comes with 18-inch alloy wheels, dual-zone air conditioning, satellite navigation, reversing camera and front and rear parking sensors, and the carmaker’s Safety Sense package which offers a full suite of driver assistance and active safety features including all-speed dynamic radar cruise control, a pre-crash system with autonomous emergency braking, lane departure alert with steering assist, and automatic high beam headlights.
Additional safety features include a blind spot monitor with rear cross-traffic alert, and seven airbags. Overall it is a very high level of safety specification – little wonder then that the C-HR carries a five-star Ancap crash rating.
Arrival of the C-HR is a significant occasion for Toyota NZ, because it finally allows the brand to have an entry in the increasingly popular compact SUV segment of our new vehicle market.
SUV sales have grown a remarkable 238 per cent in the last 10 years and now account for better than 40 per cent of the total new vehicle market. And of the SUV sub segments, it is compact SUVs where the competition is hotting up, going from 15 per cent of SUV sales in 2015 to 19 per cent last year.
And this year? At the media launch Prangnell pointed out that the Kiwi new vehicle market is continuing its boom times, with experts forecasting total sales passing 150,000 units for the first time this year.
Despite this growth, TNZ’s sales forecast for the C-HR is quite low at 850 units for the remainder of this year, growing to 1000 units next year. But a major reason is because worldwide demand has been high and supply is limited – for example, there’s a three-month waiting list for the SUV in Japan.
Pricing may also be a factor. In a market segment where some of the front-driven competition sell for less than $30,000, the new C-HR enters the market at $37,990 for the front-driven model and $39,990 for the AWD version.
But Prangnell claimed the C-HR pricing is in a sweet spot given its high level of specification, and TNZ anticipates strong sales. The company already has more than 700 online registrations of interest from motorists wanting to test drive the vehicle. So things are all set for interesting times. The C-HR may be a johnny-come-lately in the compact SUV competition, but it has all the potential to immediately become a major player. Especially, as was hinted at the media launch, if further versions of the car arrive in the longer-term future.