Toyota Yaris Review & Influence of Automotive Writers
by Michael Graham Richard, Gatineau, Canada on 12.31.05
We are the coming of a new age, we are the blogs. Sure. But a significant part of the information we digest as bloggers still come from the traditional media (or "legacy" media, as some tech-oriented people call it), and as usual when dealing with the media, skepticism is de rigueur. Exhibit number one, a review of the Toyota Yaris in USA Today. While the review is fairly positive when you compile the pros and cons, a tepid taste lingers after reading it. Question: Is it because the Yaris doesn't succeed at what it tries to do, or because - like most automotive writers - the reviewer has a different perspective on cars than most people who would consider buying the Yaris (and most people who don't get to drive a different car every week without having to worry about car payments and gas money)?
Usually, those who care enough about cars to make a career out of writing about them usually would much rather drive a Corvette than a small Toyota. That lead to a situation akin to asking hardcore computer gamers to review PCs made for people who only want to check their emails and go on the web; of course they are going to write tepid reviews that make perfectly fine computers sound under-powered, under-designed and un-exciting. That's because they are these things to them.
As long as these people write their honest opinion, there is no problem on their end. But on the other side, on the reader's side, there is a problem. When every newspaper, magazine and big car website is filled with writers who don't care much about "greener" and smaller cars (though that's probably more of a problem in the USA than in the rest of the world) like it is now, it starts to affect the whole automotive landscape because these writers have lots of trend-setting influence. Automakers often say that they just make what people want, but they fail to mention that they also tell people what they want: the higher margin models, which also happen to be the biggest, most powerful and most polluting ones. The marketing budget of the auto industry is bigger than the marketing budget of all other industries combined (if we remember correctly Keith Bradsher's book), and if marketing didn't work, they wouldn't spend all that money on it.
In short, be careful not to let things you read and hear seep into your sub-conscious and create superfluous car "needs". Ask yourself the right questions, see things for yourself, do a bit of research to see if there are other angles and try not to confuse what you want with what corporations want you to want.
Just to make things clear, we are not singling out the USA Today review. It is one of the less offensive one we have read lately and it is in fact quite all right. It just reminded us of this topic and the words started filling the screen...
::Yaris pleasant enough to drive, ::2007 Toyota Yaris - Sedan and Hatchback, ::2007 Toyota Yaris Official Press Release
A few years ago, when I was working as a professional bicycling activist, I came to the conclusion that the best way to accomplish the organization's main goal - to promote safe, healthy, efficient, and fun biking - was to invest heavily in marketing the massage that biking is "safe, heathy, efficient, and fun" to the general public. My theory was that it would be a far more efficient use of our limited funds to spread a meme that would inspire many other people to work for better bicycling conditions, than to try and make all those better biking conditions happen by ourselves.
Alas, my argument wasn't appearently convincing enough to the boss, and it never really happened.
I still think it's the best way to go. As you say, if marketing wasn't so effective, the most profitable companies in the world wouldn't spend such large percentages of their money on it.
I don't understand Michael G. Richard's appreciation of the Yaris. Sure it’s cheap, and sure it’s small, but it’s not a hybrid or other alternative fuel car, it’s fuel economy is passable but surely not outstanding. Why the adoration?
Search Treehugger for the MDI Minicat car. Now that's a revolutionary technology that gets very little play on this site. I don't understand.
I don't understand Michael G. Richard's appreciation of the Yaris. Sure it’s cheap, and sure it’s small, but it’s not a hybrid or other alternative fuel car, it’s fuel economy is passable but surely not outstanding. Why the adoration?
Search Treehugger for the MDI Minicat car. Now that's a revolutionary technology that gets very little play on this site. I don't understand.
This is not adoration, this is coverage. We cover lots of things; it doesn't mean that we like all of them equally, but it certainly is helpful to different kind of readers who have different needs, financial means and different tastes.
As for the qualities of the Yaris, compared to what else is available in the US right now, it is worth a mention, just like the Honda Fit and Nissan Versa and such. I'm sure that in Europe or Asia it is just one more small car, but here in North-America, it is one of many signs that the SUV tide is turning.
The problem with car reviews generally is that they are ALL subjective. You really can't determine if a car is "for you" or not without driving it, because as you allude to, everyones needs and tastes are different. Even the supposedly "unbiased" Consumer Reports is full of commentary about how the cars "felt" or "seemed to our testers". Those are subjective analyses, not objective measures.
Gary, good point, but from experience in the music review world, the fact that a review is subjective isn't so bad as long as it is written in a way that makes it *useful* to most people.
Talking about big displacement engines and complaining that they are not powerful enough, judging suspensions as if regular people were doing car chase scenes, obsessing over tenth-of-seconds in 0 to 60, etc. These things are not useful to the general public, yet they end up being on the mind of people because automotive writers care about these.
I just purchased a 2007 Yaris S Sedan a couple of days ago, and I'm looking forward to driving it on my way back home, from work...
After driving large vehicles, including our Ford Expedition, which now we keep as our "WEEKEND" family vehicle, I can most certainly appreciate not only the "FUN" factor of driving such a small but comfortable vehicle, but also the great gas mileage that it provides, since my daily commute to work is about 35-40 miles (one way).
If I was looking for a sports car, or a luxury vehicle, I would have not purchased the Yaris, but that was NOT my intention... and the Yaris fits its purpose nicely.
Thanks for sharing, IvanG. Good to know that you moved to a more efficient car.
Soon, you'll also be diggin' what I call "Small-Car-Physics". That's the way the car handles and responds, simply because it has low mass and the wheels are pushed to the far corners of the vehicle. I used to valet, driving everything: SUV's, BMWs, Jaguars, Corvettes, Camaros, Mustangs, Minis and Mazdas. I could tell everytime when I was in a small, well-designed car, because it felt responsive and nimble, like it was part of your body.
Who needs a stinkin' sports car? Go for it Ivan, throw it into a corner. You'll be surprised.
Carl, been there, done that, and loving it! Thanks! 8)
Thanks for your comment MGR! 8)
So far I can tell I'll be saving at least $200+ a month in gas alone... not too shabby! (and all this while having FUN!)
Take care guys!
Ivan
I'm planning on buying a Yaris Sedan within the next 3 weeks, I did a lot of research, test drove the competitors, read reviews and after all the work, compared the prices, pros and cons. I'm sure we're making a good decision, specially these days when gas prices are sky high and it seems like gas companies are just looking for excuses to increase their prices, I just simply don't like to worry every time I see that my gas tank is nearing the red zone, looking all over town for a less expensive gallon.
I love my A4, but I won't pay that extra 20cents for premium gas anymore, I feel like I'm just giving them all wings to control the market. When it's all said and done, I just want to be able to take a drive down to beach, go to the grocery store, visit my family without balancing my checkbook before I consider taking any drives.
I am a professor, a family man, and co-owner of a Honda accord who just recently replaced an 87 golf with a 07 Yaris, 5 speed fastback. I waited a month or so to get the Yaris I wanted (manual etc., and just the base model.. not sport). The car is more than what I hoped for. While the kids mostly go around 3 in the back with the accord, two booster seated children and the oldest, can get in the yaris with my wife and I for a little weekend shopping. So far I am driving around for about 14 days before refills. Nice stable car on corners, lots of storage spots inside, very high cabin space, good for my back.
15 inch wheels, as big as the accord.
Nice car!
Michigan
Thanks for sharing your experience with the Yaris, Kenneth!
I'm 20 years old and i just baught a white 2007 Yaris Berlin (Package B model) I think its amazing. Im not really impressed with the whole Fuel Economy thing but I do see a big difference from a 6 cylinder car. I guess putting 25$ a week of gas isnt that bad considering all the mileage I do going to work. For a first car, I think its perfect and I recommend it. It has LOTS of space inside and its very confortable!!!