New-look Yaris will start at $15,670

The 2015 Yaris is the first to be made available with a navigation system as a dealer-installed option.
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Pricing on the 2015 Yaris, Toyota’s struggling subcompact car, will start at $15,670, including shipping.

Toyota gave the 2015 Yaris a face-lift in hopes that a newer look will attract more buyers. It is offered in standard, premium and sport trim and is set to go on sale in early August. The base Yaris will be priced at $415 more than the 2014 standard model, the automaker said today.

The 2015 model is the first to be made available with a navigation system as a dealer-installed option. All models are equipped with Yaris Entune audio, which includes a 6-inch touch screen, iPod connectivity, hands-free phone capability and voice recognition.

Under the hood, the 2015 model features a 106-hp, 1.5-liter, 16-valve four-cylinder engine with variable valve timing intelligence. Buyers have the choice between a five-speed manual transmission and a four-speed automatic transmission.

The Yaris has lagged in U.S. sales, down 29 percent to 8,532 vehicles through June, in a segment that has been strong overall. 

“The Yaris doesn’t have or do anything extraordinary to make you want to buy it,” AutoPacific analyst Dave Sullivan said. “It’s a no-frills Toyota experience.”

Sullivan said buyers shopping for subcompact vehicles are looking for something “big and cheap.” He said the Nissan Versa, one of the most popular cars in the subcompact segment, offers a roomy interior for a reasonable price.

The Versa starts at $12,800, almost $2,900 less than the base 2015 Yaris. The Versa also gets better gas mileage, with an EPA rating of 35 mpg city and highway combined, besting the new Yaris’ 32 mpg.

“This buyer is very sensitive to their fuel costs,” Sullivan said. “They are looking for the most fuel-efficient, cost-efficient car.”

The base 2015 Yaris offers the bare minimum in standard features. Buyers have to spend an extra $1,600 for the limited trim line, priced at $17,330 including shipping, to get standard features such as cruise control, power mirrors and remote keyless entry.

“There are so many other small cars to choose from,” Sullivan said. “The Yaris struggles because it’s not cheap, it’s not big … there are too many reasons to not buy it.”

You can reach Nora Naughton at nnaughton@crain.com.


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