Toyota's "RAIZE" is making great strides! Who are interested in it?

The "RAIZE" launched by Toyota is a compact SUV that responds to the needs of users who "desire to drive a SUV, carrying a lot of luggage, but prefer a compact size that is easy to drive" (*1).
(*1) Excerpt from Toyota Motor Corporation's official corporate website

The features of the Toyota "RAIZE" are

First, let's check the number of visitors to the official website of the Toyota "RAIZE". Since the Toyota RAIZE is an OEM supply of the Daihatsu Rocky , we also looked at the number of visitors to the Daihatsu Rocky's official website.

The number of visitors to the official website of Daihatsu Rocky peaked in November 2019, the month of its launch, and has been on a downward trend since the following month. In November, which is the month of launch, the number of users for the Toyota RAIZE and Daihatsu Rocky were about the same, and from December, the following month, the number of users for the Toyota RAIZE was higher.

According to the sales figures released by the Japan Automobile Dealers Association, the Toyota "RAIZE" had the upper hand. However, the Daihatsu "Rocky" also seems to be selling well and has grown to become a major earner for Daihatsu.

Next, what kind of users are interested in Toyota "RAIZE"? We analyzed the people who visited the Toyota "RAIZE" brand website.

The gender was overwhelmingly male, at just under 80%. Compact cars are usually associated with women, but the high percentage of men was a surprising result.

By age group, all age groups were almost evenly represented. The highest percentage was 24.7% among those in their 40s, suggesting that people of all ages are interested in it.

Moreover, when examined by marital status, about 60% of the married respondents are interested in the topic. It’s slightly more likely to be interested by households without children, but it also seems to be popular in both households with and without children’s groups.

Then, let's take a look at the ranking of keywords that people who visited the Toyota "RAIZE" brand website searched for before and after their visit. The most frequently ranked keywords were "Toyota", the names of manufacturers related to "RAIZE," and "RAIZE," the names of cars.

Its siblings "Daihatsu" and "Rocky" also occupied the top positions, as they are considered to be under comparative consideration when purchasing. The Toyota RAV4 was also in the ranking, as the design of the "RAIZE" is said to be a "mini RAV4."

The price of the Toyota "RAIZE" is relatively reasonable among SUVs, which makes it easy to afford, and it was also characteristic that other models in the same price range were listed in the ranking. Body types also varied, with searches for the Toyota Corolla sedan, Toyota Yaris compact car, Toyota SIENTA minivan, and Suzuki XBEE small SUV, suggesting that price range is more important than body type.

There also seems to be interest in the Toyota TJ Cruiser, an SUV yet to be released.

Lastly, let's take a look at the ranking of the sites that were viewed before and after the visit to the RAIZE brand site. The top site was the official website of the manufacturer, Toyota Motor Corporation, followed by the official website of Daihatsu Motor Company, which has a sibling car, Rocky.

Other than the official sites of the manufacturers, the most popular sites were automotive information sites such as "carview!", "Car Watch", "Best Car", and "web CG". The fact that so many media sites were ranked indicates that users prefer to collect as much information as possible other than vehicle specifications.

Also ranked at No. 6 is the official website of "KINTO", a subscription service launched by Toyota Motor Corporation in February 2019. "KINTO" is a flat-rate monthly service that does not require a down payment and includes the cost of the vehicle, voluntary insurance, car tax, registration fees, and vehicle maintenance.

This time, we conducted a survey on the Toyota "RAIZE". Despite the fact that it is a compact car, it has a high level of support from men, with nearly 80% of the respondents being men, and it is also interesting to a wide range of age groups.

As the "RAIZE" appeals to customers with its "reasonable price," it is clear that users are considering the price range rather than the SUV body type.

Riding the wave of the SUV boom, we would like to pay attention to the future trend of the compact SUV market, including other companies.

Values Inc., which provides online behavior analysis services, analyzed online behavior log data from November 2019 to February 2020 using eMark+ for marketing analysis service based on online behavior logs and user attribute information with the cooperation of monitor members nationwide.

*The number of visitors and sales figures are based on the period from November 2019 to March 2020.
For online behavior logs, behavior logs for 180 minutes before and after a search were extracted and analyzed.

Our latest analysis tool "Dockpit" is available for free.