Bye-bye Yaris, hello cheaper Zen

Toyota says their research has shown that the average buyer in the B and sub-B segment is highly sensitive to purchase price and the costs of running, servicing and vehicle repairs.

Of the original model line-up, only the Yaris T3 Plus remains, priced at R173 600. Whereas the original range varied in price from R124 400 all the way up to R225 900, the new eight-model Zen cars cost between R126 300 and R172 700.

The newly branded Zen range offers more flexibility when it comes to deciding which standard equipment the owner wants (and is prepared to pay for or go without) and it also offers a wider choice of sedans.

And although Toyota South Africa went to a great deal of trouble and expense to bring together a fairly large group of South African motoring journalists to try and convince us that the Zen was not just simply a cheaper Yaris, or that it was over-priced to start off with when it was launched in this country a few years back, or that the Zen is cheaper, not because of tough opposition but thanks to a joint cost-cutting exercise by manufacturers, suppliers and dealers, the suits and spin doctors failed to convince us.

For when you cut through the fog the Zen is the same old, same old Yaris - and decals, badges and smoke and mirrors won't change that.

Clearly Toyota has had to tread very delicately so as not to upset the owners of original Yaris cars but in the end it had no choice but to slash prices.

A little egg dancing

And although they bravely stuck to their guns about the cost-cutting effort, in was clear that the 12% average price cuts were brought about largely by market demands (i.e. the need to reduce prices) and stiff opposition from labels such as VW, Ford and the Koreans in particular.

The image bashing the brand also suffered with its world-wide factory recall must surely also have been a key factor although Toyota egg-danced around this sensitive issue, claiming it was not a major factor in the cost-cutting process.

Yaris has been the Toyota's all-time success story right from 2005 when it was first launched in South Africa to take the place of its hugely popular Tazz cars.

The ride quality is good, solid, predictable Toyota, and there's much more room inside than you might think.

Within the first four months more than 10 000 Yaris cars flew out of dealer showrooms, making it the quickest uptake of any model to that date in South Africa's automotive history.

To date 111 162 units have been sold and in spite of mutterings about the Yaris being too expensive it continues, albeit at a much slacker pace, to be a fair seller and contributor to Toyota SA's bottom line.

A yen for names like Zen

However, clearly the growing opposition within the vast B and sub-B segment has been seriously rattling Toyota's cage, hence the introduction of the Zen-branded Yaris models.

The motoring world in general and the Japanese in particular, are not hugely imaginative and creative when it comes to car names and model descriptions and the new-born Zen is a typical example.

Buyers will now have to decide between baffling model options such as Zen1, Zen3 AC, Zen3 ACS and Zen3 Plus (all hatchbacks) and sedans named as Zen3, Zen3 AC, Zen3 Plus and Zen3 Plus AT.

In the rebranding Toyota seems to lose sight of the fact that a considerable portion of Yaris, oops, Zen buyers are likely to be last time new car buyers.

Can you imagine the raised eye-brows (and snide giggles) at the bowls club when Zeta arrives in her Seaside Pearl-coloured Zen, complete with decals, and announces she is now the proud owner of a Zen3 ACS.

Or how Oom Gert's buddies are going to tease him about his "grand daughter's funny Chinese car with the weird tattoos and even funnier name" when he arrives at the golf club?

A customer who is highly price-sensitive

But on a more serious note, Toyota says their research has shown that the average buyer in the B and sub-B segment is highly sensitive to purchase price and the costs of running, servicing and vehicle repairs.

Of course they are, so a pat on Toyota's back for the fact that all the Zen models will now be sold with a four-year/60 000km service plan and three-year/100 000km warranty included in the purchase price (even though many would say that this should have done right from the time the Yaris was launched).

The Zen will not undergo any changes to its design infrastructure that has been rewarded with a Euro NCAP five star safety rating and which includes driver and passenger air bags on all models and anti-lock brakes (ABS) with electronic brake force distribution (EBD) and Brake Assistance (BAS).

Standard fittings on the Zen3 models include electric windows and power mirrors, while Plus models have Bluetooth connection, an audio socket and a better sound system.

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Now also standard across the range is Toyota's patented Minimal Intrusion Cabin Safety system (MICS) that disperses the force from a side or partially head-on collision to protect passengers, as well as whiplash injury lessening headrests (WIL) and safety anchorage points for children's seats inside the cabin.

Other safety features include side reinforcement in the doors, a collapsible steering column and retractable pedals in case of an accident and liquid filled engine mountings at strategic places to both ensure vehicle safety and reduce noise, vibrations and harshness inside the cabin.

Tattoos, anyone? Anyone...?

Toyota has never produced head-turning cars but in an effort to lure the younger buyers the Zen range offers a choice of unique (strange, weird?) tattoos for both the hatch and sedan versions, with buyers being able to choose the various design elements to suit their lifestyle.

This, Toyota says, follows market research into the need for individualisation in the target market. At the showing of the Zen to the motoring media there was more sniggering and snide remarks about these "decorations" than praise, but then most of us are way past the main, young target market age for the Zen.

But then 90% of car scribes (and a large portion of Toyota's key target market!) also don't sport tattoos, wear caps the wrong way round or wear dark glasses inside restaurants, pubs and clubs at night.

But paste-on Zen-like stickers aside, the Zen sports attractive colour coded bumpers, a centrally mounted analogue console in the sedans and 3D digital console in the hatches.

The ride quality is good, solid, predictable Toyota; the noise levels are low and although the boot is not exactly cavernous, the cabin is amazingly spacious for such a small Dinky toy car.

No Dawn Blush, then

Attractive colour options include, (hold your breath), Evening Sky metallic, Seaside Pearl metallic, Quicksilver metallic and Ice White.

The Zen1 and various Zen3 models are equipped with a five speed manual gearbox. Two Zen3 Plus models, one in each body shape, will be offered with a four-speed automatic gearbox.

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On a good day after a long lunch in the winelands one could, I suppose, describe the two engine options as zippy. OK, so that is pushing it slightly, but at least they are frugal (if you drive at crawl speeds) with Toyota claiming an average of less than 6l/100km for the range.

The entry level Zen1 has a teeny 998cc, three-cylinder engine which although small, did win a class award in the World Engine of the Year Awards.

The engine has four valves per cylinder, dual overhead camshafts and a variable valve timing (VVT-i) system that produce 93Nm at a fairly high 3600rpm and for its 51kW to become available the engine needs to spin up to a fairly audible 6000rpm.

The other engine is slightly bigger at 1.3l and also comes with four valves per cylinder, double overhead camshafts and is rated to deliver 63kW at 6000rpm and 121Nm at a high 4400rpm.

Both engines are OK down at the coast, but how well they will cope up at the power-sapping Reef is another question, besides, to light some fire under the hood the engines need to turn over at high revs which, in turn, chows fuel...

Light on their feet

The Zen1 and various Zen3 models are equipped with a five speed manual gearbox. Two Zen3 Plus models, one in each body shape, will be offered with a four-speed automatic gearbox.

Both the Zen sedan and Zen hatchback stride on a McPherson strut system in front and a torsion beam and coil spring system at the back. All models, except for top of the range versions, are equipped with 14" steel wheels.

Although not designed to be driven rapidly along tight mountain passes they don't hop-skip-and-jump too much, as long as the going is fairly smooth. On choppy surfaces and in windy conditions they tend to be a tad light and quivery. (The original Yaris, particularly the one with the 1.8l engine now destined for the scrapheap, kept its pose fairly well, even when pushed quite hard).

Nice read-out.

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All versions of the Yaris Zen are equipped with two airbags, a full complement of five point seat belts, electric power steering, a tilt adjustable steering column (reach adjustment is included in higher specification models) and the hatches are kitted with 60:40 split rear seats and "Easy Flat" operation.

Solid and reliable

Standard fittings on the Zen3 models include electric windows and power mirrors, while Plus models have Bluetooth connection, an audio socket and a better sound system.

The Yaris has an excellent record for quality and in the 2009 Synovate survey it dominated its respective segments with the lowest number of faults per 100 vehicles.

And even on our silly short Media drive (Cape Town Airport to Blowfish restaurant in Table View and from there to the 15 On Orange hotel next to the Public Gardens) it was quite obvious that the Zen is cast in the same quality mould as the original Yaris or most Toyota models, for that matter.

And so it should, because Zen-like decals apart, it is a Yaris: the same old Yaris it has always been, just cheaper. Solid, reliable and although it is never going to light any emotional fires, the "new" Zen offers better value for money than the original Yaris.

For Yaris and Yaris there were no decals, but Zen there were.

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The only real mutters about the Zen are sure to come from the owners of original Yaris cars who might feel justifiably peeved at the price cuts which they will feel in their pockets when it comes to re-sale time.

Toyota South Africa Motors will, in line with customer feedback and market structure, continue with a rationalised model range (and its new "rationalised" prices) to complement the Zen options.

Bottom line is, the expensive Yaris range has only one survivor; the rest are dead. But long live the Yaris, oops, the Zen

The lone survivor, the T3 Plus, will remain with a full complement of airbags which now includes knee, curtain and side airbags as well. It will also now be fitted with larger 185/60 profile tyres on 15" alloy wheels and front fog lights.

The Zen models and prices

Service intervals for all models are 15 000km.

Zen HB specifications

Zen SD specifications