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To that end, Toyota’s CALTY Design Studio in Newport Beach,
California was assigned the challenge of rendering a fresh new
take on the basic SUV configuration of “four-doors-and-a-hatch.”
With a styling theme of “Street-Performance Utility,” CALTY pro-
duced a no-compromise design that emphasizes sportiness, while
maintaining the image and reality of true utility. Designers also
capitalized on recent advances in metal stamping techniques to
create unique web-like body panels, with detailing that integrates
sharp surface edges and rounded contours for strong, flowing
character lines.
A joint project with General Motors, the Matrix shares the same
basic design concept as the upcoming Pontiac Vibe, Matrix’ most
recent direct competitor. (The Toyota/GM partnership began in
December of 1984 with the jointly established New United Motor
Manufacturing, Inc. [NUMMI] in Fremont, California.)
Sporting a wedge shape, backward-sloping roofline and a belt-
line that rises from front to rear, the Matrix is distinct from the
Vibe with greenhouse glass continuing beyond the C-pillars to
the back end.
Distinctive and futuristic, the exterior design of the Matrix pro-
jects an unquestionably youthful image. But the visual appeal of
the Matrix is only the beginning. Built for active lifestyles, the
Matrix offers standard seating for five and exceptionally versatile
utility. The front passenger seat and the second-row seats fold
flat to extend storage capability, creating an expansive cargo
area. A standard cargo floor sliding track system will let Matrix
owners load and unload with ease. Cargo nets are standard too,
further maximizing storage versatility. In addition to the adapt-
ability and capacity of an SUV, Matrix also provides the interior
space, head room and comfort of a five-passenger vehicle.
POSITIONED TO PLEASE
“Our objective is to build an
aggressive position for Matrix
as a ‘category buster’ that’s
distinguished by three
distinctively targeted
model grades,” says
Mary Rose, National
Manager, Vehicle
Operations Car
Group, Toyota
Motor Sales, U.S.A., Inc. “Forty-seven percent of buyers will be
young families wanting the affordable utility offered by our stan-
dard grade. We anticipate another forty-four percent of buyers to
select the more expressive, well-appointed Matrix XR, which tar-
gets young couples who lead an active lifestyle and want a vehicle
that reflects their personality.”
The sportiest of the Matrix models, the XRS grade, is expected to
attract a significantly larger percentage of singles and males than the
other two grades. With a more spirited, aerodynamic appearance, it
features color-keyed front/rear spoilers and side rocker panels, ground-
effects styling, and 17-inch wheels and tires. Definitely trendsetting
and a head-turner, the XRS is targeted to entice approximately nine
percent of Matrix buyers with its fun-to-drive, powerful personality.
Beyond the broad array of emotions, images and personalities pre-
sented by the trio of model grades, this versatile vehicle offers buyers
even more opportunities to select the Matrix configuration that suits
them best. For example, the standard and
XR grades will be offered with a choice of
either front-or four-wheel drive; and either
a five-speed manual or electronically con-
trolled automatic four-speed transmission.
The standard Matrix engine is the
130-horsepower four-cylinder found in the
Corolla, featuring Toyota’s VVT-i (Variable
Valve Timing with intelligence) technology
and Ultra Low Emission Vehicle (ULEV)
certification. The front-wheel drive Matrix
XRS shares the same six-speed manual
transmission and VVTL-i (Variable Valve
Timing and Lift with intelligence) engine
that’s in the Celica GT-S, producing 180
horsepower at 7,600 rpm and 130 lb.-ft. of
torque at 6,800 rpm.
FOCUSING ON THE DIFFERENCES
“This is the first time Toyota’s offered a car with this much character
and fun-to-drive quotient that’s affordable for young buyers,” says Paul
Williamsen, Manager, Toyota Product Curriculum Development, University
of Toyota. “There’s no other car quite like it. And that’s the key to our
training: helping associates focus on what’s different about Matrix and
the people who will buy it.
“A lot of manufacturers are entering the arena with alternative body
styles, largely based on the platforms they have available to work on,”
continues Williamsen. “Matrix rides on a platform similar to the Corolla,
which helps ensure the affordability that’s key to the Matrix formula
for success.”
With the most direct competition from the Pontiac Vibe, the lines begin
to blur with other cross-category products that offer sport, but compro-
mise utility, or provide outstanding utility, yet compromise style. The
Mazda Protegé 5, for instance, rides on a wagon platform and can’t com-
pete with Matrix styling. And with its retro look, the Chrysler PT Cruiser
has a completely different personality from the fun, futuristic feel of the
Matrix. In addition, the Matrix leads the PT Cruiser on cargo area
> The Dimensions:
2003 Matrix
Overall Length 171.3 in.
Width 69.5 in.
Height 61.4 in.
Wheelbase 102.4 in.
Head Room 40.6/39.8 in.
(front/rear)
Leg Room 41.7/35.4 in.
(front/rear)
Shoulder Room 53.2/52.5 in.
(front/rear)
Hip Room 51.3/51.7 in.
(front/rear)
Interior Volume 118.0 cu. ft.
Cargo Volume 21.8 cu. ft.
>
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6 en
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gauge
en
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gauge 7
Brimming with interior function
and flexibility including a front
power outlet—Matrix adapts with
ease to owners active lifestyles.
Brimming with interior function
and flexibility including a front
power outlet—Matrix adapts with
ease to owners active lifestyles.