Toyota's senior executive director sales and marketing David Buttner said Rukus is designed to be different - and is already sparking vigorous debate.
"Rukus is set to invade our automotive culture, just as it has done in Japan and the United States.
"Suddenly, it's hip to be square," he said.
"It defies automotive design conventions, part
icularly the modern trend towards curvy, streamlined shapes.
icularly the modern trend towards curvy, streamlined shapes.
"Suddenly, it's hip to be square," he said.
Mr Buttner said the distinctive proportions of Rukus created a Tardis effect - spacious on the inside and compact on the outside, including a creditable 0.32 coefficient of drag.
Straddling the market between a wagon and an SUV, Rukus is aimed at urban trend-setters and young couples and families.
Prices start at $27,490* with buyers able to raise a Rukus in three equipment grades known as Build 1, Build 2 and Build 3.
The Rukus accent is on safety as much as in-your-face styling and strong performance with six airbags, stability and traction control and anti-skid disc brakes all standard.
Other features in every Rukus include air-conditioning, 16-inch alloy wheels, cruise control, keyless entry and ignition, power mirrors and windows and an engine immobiliser.
The quirky design details continue on the inside with centrally mounted gauges that - in stark contrast to the horizontal and vertical exterior lines - are round.
The gear shift is mounted high, as are the sound-system controls, for ease of use.
Audio and cruise-control switches are also on the steering wheel - and there are lots of handy storage spaces throughout the cabin, including underneath the luggage floor.
The Build 1 sound system has six speakers, Bluetooth™ hands-free telephone and audio streaming, USB and 3.5mm audio input and a CD player.
Moving up to Build 2 brings leather-accented seats, steering wheel and gearshift knob.
The aircon and sound system are upgraded, which means Rukus will keep its driver and passengers chilled - whether they're being blasted by the hot sound or by the cool air.
Nine speakers for the sound system include a sub-woofer, and there's a six CD-stacker plus a 4.3-inch colour screen for the audio. The aircon gains climate-control and push-button operation.
The Build 2 price is $29,990*.
Finally, customers can ramp up from Build 2 to Build 3 by adding a power tilt-and-slide moonroof for a further $1,800* - enabling them to raise the roof in a Rukus.
Toyota anticipates sales of 150-200 a month - an important but relatively low-volume opportunity.
The company is predicting that most sales will be conquests from competitors' niche vehicles, small hatches, small wagons and compact SUVs.
Toyota expects many owners to dress up their cars, expressing their individuality by making their car stand out - even from the Rukus pack.
They can make a start with Toyota Genuine accessories, which include a range of decals - stripes, flames and bricks - and other stylish touches.
"Beyond that, Rukus owners will be limited only by their imagination and what's legal," Mr Buttner said.
Rukus is covered by Toyota Service Advantage, providing fixed-price services at $130 each for the first six scheduled services.***
TOYOTA RUKUS PRICING*
Build 1: $27,490
Build 2: $29,990
Build 3: $31,790
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