This is probably the most American vehicle we've ever built. That's important, looking at who the intended buyers are on this truck.

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The truck was a big catalyst for that.

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Toyota started studying U.S. small-car possibilities in 2001. We began understanding how big generations X and Y would be and how ... small cars were getting bigger and more expensive. We saw opportunity.

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Concepts are more reality-based, because it costs so much money to develop them. We use them as a learning tool. We'd sorely miss the opportunity if we didn't listen to people.

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There are 64 million Gen Y buyers coming into the marketplace. We know when they come to market to buy a vehicle, new or used, they will spend on average about $15,000.

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