Toyota’s hip-to-be-square Rukus hatchback is achieving its mission of attracting young buyers to the Japanese brand.

Figures show more than half of the boxy Rukus’ sold since launch have been to buyers aged under 50, with 40 per cent aged under 40. Sales have been split almost 50-50 between males and females. 

Normally, Toyota is a brand favoured by those 50-plus.

“More than 40 per cent of Rukus customers are from Generation X who are now in their 30s and 40s, and there is healthy demand from motorists in their 20s,” revealed Scot Thompson, Toyota Australia’s Corporate Manager Marketing. “Rukus is achieving its purpose of enticing younger buyers – especially those who may never have previously considered a Toyota.”

Priced from $27,490, the Rukus delivers handy performance, interior space and practicality for urban buyers who need a multi-purpose vehicle. That modern, purposeful styling is a big drawcard too.