RIDING HIGH
Toyota 2018 C-HR “Coupe High Rider” Launches at Automobility

By Glenn Oyoung Back in February Toyota announced it would shut down Scion and that all MY17 Scions would be rebadged as Toyotas. The debut of the 2018 Toyota C-HR is significant not only because the red-hot compact crossover segment is projected to exceed 1 million units in sales by 2020, but also because it symbolizes Toyota’s commitment to keeping younger consumers in the fold.

Powered by a 2.0-liter four-cylinder engine with 144 horsepower mated to a CVT transmission, the front-wheel drive C-HR is meant to be a capable car aimed at the young urban professional. (Why don’t suburban professionals get any love? I guess that’s assumed…) With aggressive styling, upscale interior, and the latest tech features the C-HR is a worthy competitor to the more established Nissan Juke and Honda CR-V. Toyota christened the C-HR at a press event that featured a cornucopia of Millennial-related events – DJ 3LAU (yes, that’s “Blau” with a 3) spinning EDM beats, screen-printed bags, trendy social media influencers breaking out in dance, and self-professed car nut Wilmer Valderrama from “That 70’s Show.” In the highly competitive compact crossover segment, Toyota is putting the world on notice with the C-HR that they are pulling out all the stops.