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volume—and surpasses almost all of its competi-
tors in rear-seat fold-down attributes.
Rated number one in a recent marketing clinic
over the Chrysler PT Cruiser, Ford Focus,
Volkswagen Golf and Honda CR-V, early reports
from consumers indicate these Matrix differences
are apparent. There are additional competitors on
their way for the 2003 model year as well—includ-
ing the Honda MAV, Hyundai Mini MPV and the
Daewoo Tacuma— but the Matrix is beating them
to market and to customers.
“It’s not yet clear which of the cross-category
configurations will ultimately win the hearts of cus-
tomers,” says Williamsen. “What is certain, however,
is that the Matrix will attract a tremendous range of
people, from recent college graduates, to older con-
sumers who enjoy a younger lifestyle. To ensure
Toyota associates are ready, we have the traditional
variety of training activities, as well as plenty of up-
front information accessible through Dealer Daily,
which includes product features, specifications,
benefits and key competitors.”
READY, SET…
And dealerships will have plenty to be ready for.
Since the Matrix made its first public debut to rave
reviews at the January 2001 Detroit Auto Show, a
flurry of pre-launch activity was put in motion,
beginning with an interactive “micro-site” accessi-
ble through Toyota.com or IsThisToyota.com.
“This is a vehicle with broad audience appeal,”
says Kevin Higgins, National Truck Advertising
Manager, Toyota Motor Sales, U.S.A., Inc. “Although
we’ll be primarily targeting the youth market, we’re
mindful of not alienating other markets. And the
micro-site enables us to cultivate a broad con-
sumer interest.”
Web site activity, according to Higgins, stepped
up in October 2001 with a music/video mixer
sweepstakes. “We provide Matrix footage and still
images, as well as film treatments and lifestyle
images for entrants to use in their video produc-
tion,” he says. “Users can then vote online for the
best videos and one lucky winner will receive a
brand-new Matrix.
“The Matrix also establishes a strong Web pres-
ence on interactive music-oriented sites,” contin-
ues Higgins. “The sites include a virtually seamless
interface to our music/video mixer site, helping to
increase awareness and capture consumer contact
information. Street marketing teams dispatched to
locations like concerts, clubs and college campus-
es further enhance awareness, where we can dis-
tribute Matrix information and our Web address.
We also ran a high action pre-launch commercial
announcing Matrix on 6,000 theater screens across
the country, again with a goal of driving people to
our Web site.”
In addition, Matrix was the official vehicle for the
2001 Gravity Games in Providence, Rhode Island.
This year’s event featured 250 athletes from 17
countries, competing in 16 extreme events includ-
ing street luge, wakeboarding, downhill skate-
boarding and freestyle motocross. Toyota’s event
presence included on-site access to the Matrix
micro-site. Moreover, an edited version of the
Matrix theater video was featured on NBC broad-
casts of the Gravity Games.
If you happen to pick up a copy of the
Sport
Compact Car magazine this month, you’ll find
Matrix—in all its modified splendor—on the
cover. This decidedly accessorized Matrix was on
display at the fall SEMA (Specialty Equipment
Manufacturer’s Association) Convention in Las
Vegas, Nevada. Look to the article, “Maximizing
Matrix,” for available accessories and features of
the Matrix.
Maximizing
Matrix
e
Built for active lifestyles, the Matrix is remarkably versatile with
many exciting accessory options to choose from. It’s an entirely
new breed of vehicle that combines sleek styling with multipurpose
functionality and is customizable to individual tastes. In other
words, the Matrix is whatever you want it to be.
Attention sales consultants, ASMs and parts specialists:The
Matrix’ rear cargo area was specifically designed to accommodate
a variety of accessories that complement the active lifestyles of
young Matrix buyers. Take a look!
THE MATRIX TRACK SYSTEM
The new Track System was developed especially for the Matrix
and offers a wide array of opportunities for accessorizing. Special
tracks span the floor of the cargo area and travel up the back of the
rear seats.When the rear seats are folded flat, the tracks are also
flat, maximizing the vehicle’s cargo area and utility.Tie-down knobs
ease the transition from one accessory configuration to another.
Available accessories include:
• Cargo Net. Don’t you hate it when your stuff rolls around while
you’re driving? The Cargo Net is your answer—it’s easy to install
and even easier to use.
• Rear Seat Storage Bag with First Aid Kit. Saddlebag storage pock-
ets attach to the back of the rear seats. One side comes with a
Toyota first aid kit. The other large pocket provides additional stor-
age. It attaches to the Matrix Track System for ease of installation.
• Pet Screen.* Perfect for those days when you want to keep Fido
in his seat, this screen attaches to the Matrix Track System for
easy installation.
• Removable Tailgate Table.* This multifunctional platform can be
used in the vehicle as a cargo tray attached to the Matrix Track
System, allowing it to slide in and out for assistance in loading or
unloading (100 lb. capacity).The cargo tray has built-in tie down
knobs and spider net to keep your valuables in place while
driving. It converts into a table; simply remove the
tray and attach the legs. In seconds you have
a table with four built-in drink holders.
It’s perfect for picnics, tailgating,
hobbies and anything else
you can think of.
Note:* Additional accessories are being explored to take
advantage of the Matrix Track System and
may differ from pictured.
>
continued on page 10
Distinctive and
futuristic, the
interior and
exterior design
of the Matrix
projects an
unquestionably
youthful image.
2003 TOYOTA MATRIX
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