Toyota discontinued the Yaris hatchback and sedan in the United States after the 2020 model year. Despite its absence, the Yaris continues to thrive in other markets, offering a fourth generation that includes a high-performance GR Yaris variant and a Yaris Cross SUV. However, US customers have been left out of the loop. Now, Toyota dealers are urging the automaker to bring back the beloved nameplate.
A Push for the Yaris’ Revival
Russ Humberston Jr., the new chairman of the Toyota National Dealer Advisory Council, revealed to Automotive News that many US dealers are eager for the Yaris’ return. However, logistical and financial challenges loom large. When Toyota retired the Yaris in the US, it cited the high cost of engineering the car to meet stringent safety and emissions regulations. A new Yaris would likely compete in price with the Corolla, which starts at $23,460 for the 2025 model year.
The assumption was that the Corolla would fill the gap left by the Yaris. However, demand for the Corolla has remained relatively flat. In 2024, shipments rose only 0.2% to 232,908 units, making it the 11th best-selling car in America, just behind the Honda Civic.
Why the Yaris Could Work Again
Humberston believes a more affordable model beneath the Corolla could find success in the US market. With the recent discontinuation of the Mitsubishi Mirage, the Nissan Versa is now the only sub-$20,000 car available in the country. The reintroduction of the Yaris could fill this gap and attract cost-conscious buyers.
However, timing may not be on Toyota’s side. The current-generation Yaris, launched in 2020, recently received a facelift in 2024. This means it might be too late to retool and reintroduce this model for the US market. Instead, Toyota might explore bringing the Yaris Cross, a subcompact crossover, to America. Positioned against the Chevy Trax, Nissan Kicks, and VW Taos, the Yaris Cross could be better suited to the US’s growing appetite for crossovers.
A Case for the GR Yaris
While a standard Yaris would appeal to budget-conscious drivers, enthusiasts are clamoring for the high-performance GR Yaris. Boasting rally-inspired engineering and a powerful engine, the GR Yaris has earned a cult following worldwide. Its inclusion in the US market could provide Toyota with a halo product that elevates the Yaris nameplate.
Looking Ahead
With demand for affordable and compact vehicles still evident, Toyota’s dealers see potential in reintroducing the Yaris to the US market. Whether as a hatchback, a crossover, or a performance-focused GR variant, the Yaris could fill a significant void and reestablish itself as a favorite among American drivers.