The chrome Toyota Auris, apropos of nothing

To celebrate the launch of its all-new Auris at the 2007 Geneva Auto Show, Toyota built a show version with a chrome body.

Toyota's chrome Auris show car.
Toyota's chrome Auris show car. CNET Networks

To celebrate the launch of its all-new Auris at the 2007 Geneva auto show, Toyota built a show version with a chrome body. The chrome Auris certainly stands out on the show floor, but Toyota makes no attempt to suggest any metaphor between the show car and the launch in its marketing materials. The new Auris is a C-segment hatchback for Europe, coming in three- and five-door versions. Toyota emphasizes that it's the tallest car in its class. It's available with either a 1.4-liter or 1.6-liter four-cylinder gas engine, or a range of three diesel engines. Besides its chrome body, the show car gets 18-inch alloy wheels, Brembo brakes, and a sports suspension. Notes to Toyota marketing: Use chrome as a metaphor for the shiny, new Auris. Or have the show car done in a gold body color and play up the idea of Auris as Latin for "gold."

About the author

Wayne Cunningham reviews cars and writes about automotive technology for CNET. Prior to the Car Tech beat, he covered spyware, Web building technologies, and computer hardware. He began covering technology and the Web in 1994 as an editor of The Net magazine. He's also the author of "Vaporware," a novel that's available as a Nook e-book.

 

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