Toyota Keeps Aiming for Cool - 2009 Matrix

Since its 2003 inception, Toyota's Corolla-based Matrix has failed to achieve the hip image the builder sought.

It was perceived as just a small practical crossover wagon, very similar to badge-engineered platform mate Pontiac Vibe. And what cool Matrix had was undercut by Toyota's web-based youth marketing Scion play.

Toyota recognizes that Scion buyers need a still-hip step-up product, and that every manufacturer must reduce the median age of buyers going forward.

I think Toyota executives should examine the old photos of Richard Nixon trying to chat with 1960's war protesters. Nixon didn't get it, he tried to paternalize the new left intellectual wanna-bes with questions about college football, anathema to protesters.

But Toyota brass didn't consult texas-cars-and-dealerships before trying again. A restyled new 2009 Matrix is coming in February which targets a similar young demographic.

Separated from the California plant that built the old Vibe-Matrix, next-gen Matrix is assembled in Canada. Sleeker styling, drive-train upgrades, and additional standard features without a significant price bump, add up to a real improvement.

The car is very appealing, in a shrunk-down Camry kind of way.

Just a much improved, small, practical crossover wagon.

Nothing wrong with that.

But Toyota wants young buyers to see the Matrix, especially in the sport-oriented XRS trim, as a sports sedan.

Guys, look at the Nixon photos one more time.

Matrix cannot deliver such a broad range of values.

The base engine, a 16-valve, DOHC 1.8-liter Variable Valve Timing 132 hp inline four, isn't going to fling the 2800-lb Matrix up the on-ramp.

For 2009, an optional 2.4-liter four makes 158-hp.

The bigger Camry-derived engine pushes the new Matrix from a stop to 60 mph in the low 8-second bracket.

Yawn.

But at least big T didn't repeat the mistake, made with the sporty Scion tC, of gearing Matrix low for jackrabbit starts on test rides. Over-geared Scion tC probably does impress young people at first, but fuel mileage and durability suffer.

Matrix, in contrast, has fair EPA fuel economy ratings of 26/32 city/highway mpg (five-speed manual), 25/31 city/highway mpg (automatic).

The 2.4 liter engine, with five-speed automatic, is EPA rated 21/29 mpg city/highway.

I have chided Toyota for making side curtain airbags optional on several 2007 entry level cars sold to safety-naive young buyers.

But on Matrix the company came through with more standard safety features;