Conscious Choice Seattle: CC’s look at buying local and thinking sustainable

September 2006 | Green Lines

CC’s look at buying local and thinking sustainable

Out with the noise of advertising, In with block parties for ultra-low emissions

By Heather Swift Nordell

This summer, Toyota seized a unique approach to promote the U.S. arrival of its Yaris car. The YarisWorks Tour launched in Seattle under the guidance of Jesse Locks, whose resume boasts marketing/editor positions at Seattle Weekly, Arthur Magazine, On Tour and Heckler, and Amy Dials, a prominent nightlife events producer. After three days of events designed to draw raves from young, hip American drivers, YarisWorks closed with its Capitol Hill Block Party.

“Toyota is firmly committed to developing methods to reach its audience in a way that is both honest and engaging,” says Jim Farley, Toyota vice president of marketing. “YarisWorks is an innovative way to reach the upbeat indie target [buyers] by effectively enhancing their lifestyle. This group is particularly resistant to the noise of advertising, but with YarisWorks we are offering them something they actually want and can use everyday.”

The name Yaris is inspired by Charis, the Greek goddess of beauty, grace and kindness and German expression of agreement, “ya.” Toyota believes the name best symbolizes the car’s broad appeal in styling and is representative of Toyota’s next generation of global cars.

The Yaris was awarded the honor as both Europe and Japan’s “Car of the Year” in 2000. Toyota’s smallest car, it is the subcompact replacement for the discontinued Echo. It comes in a hatchback and sedan model, both with a .5-liter, 106-horsepower engine. Its fuel efficiency will be among the highest in the subcompact segment. The car will be EPA certified as an Ultra-Low Emission Vehicle (ULEV).

Yaris vs. Prius:

While Toyota’s hybrid model Prius gets better gas mileage than the Yaris, the 2006 Prius model costs nearly twice as much. Toyota combines sporty style, lower price starting at $10,950, and gas mileage of 34 street/39 to 40 highway. The package is Toyota’s hopeful, winning combination for U.S. sales in a country that has had a long-term love affair with driving gas-guzzlers.

Today, automakers sell about 200,000 small cars in the United States, barely 1 percent of the roughly 17 million new cars purchased each year. According to the Department of Energy, Americans consume an average of 20 million barrels of oil per day—45 percent of which is used for motor gasoline.

Europe vs. U.S.

Europe is way ahead of the US in the department of energy efficiency. And, along with most of the world, Europe has much higher gas prices. A year ago, several European countries reached prices exceeding $6 per gallon.

Europeans are accustomed to paying more for gas and endorse pedestrian-friendly cities and strong public transportation. Allison Takahashi, spokeswoman for Toyota, believes that blend of fuel economy, low emissions and styling was what pushed their Yaris to its favorite position.

So far, things look good for the Yaris in Seattle. Locally, Toyota began selling the Yaris last March. Toyota of Seattle Sales Manager Don Malstrom says the car is very popular with a wide demographic.

“I could sell as many of them as I get on the lot,” says Malstrom.

Heather Swift Nordell is a regular contributor to Seattle Conscious Choice and writes the Green Lines section each month.

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