The R in Toyota's RSC concept stands for rugged. But you'd know that simply by looking at the RSC, which boasts a rough-and-ready physique that has more pumped-up bulges than a steroids-happy bodybuilder. The sport coupe is the brainchild of CALTY Design Research, Toyota's North American styling center in Newport Beach, Calif., and was developed to serve as a new-generation sports car for youthful buyers.

The RSC was inspired by the seemingly indestructible speed machines that burn rubber on the rally circuit. "Traditionally, sports cars are influenced by high-performance on-track motor sports," says Kevin Hunter, CALTY's vice president of design. "For the RSC concept, we looked at one of the world's most popular off-track racing formats for inspiration. Toyota's long history in the World Rally Championships, along with the aggressive, rugged appeal of its race cars with a young audience, made for an ideal conceptual direction."

The RSC looks rather like a souped-up, testosterone-soaked beach buggy (perhaps this has something to do with the fact that CALTY's design center is located in Newport Beach, a SoCal beach community). Its two-plus-two car body is given a fresh twist thanks to four-wheel-drive hardware and styling cues; the result is a vehicle that looks rocket-fast and ready for anything. In silhouette, the car looks like a ride from the future, with a high waistline and dramatically swept A-pillars; head-on, the RSC intimidates with scowling beveled headlamps and a snarling gash of a black grille.

Inside, trappings are lean and functional. Plain gauges are surrounded by a large metal faceplate, for a look that communicates racecar precision and ruggedness. Its sequential shifter is high-mounted; an integrated tool tray sits in the cargo area, and lightweight carbon fiber-backed racing seats are outfitted with full harness restraints. As a design study, RSC has no engine specifications.

Toyota's creation of the RSC and the soon-to-be-launched Matrix makes it clear that the company is seriously seeking to win over the youth market by creating the sort of fun, edgy vehicles that this demographic gobbles up in droves. Both vehicles were spawned by CALTY, drawn from blueprints created with performance, image, utility and affordability in mind.

Toyota's commitment to meeting the needs of young buyers makes a production model of the RSC seem likely. "Each new generation is different, with its own culture and its own unique footprint," says Toyota Motor Sports senior vice president and general manager, Don Esmond. "To strike a chord with young buyers, Toyota knows it must offer widely diverse products ... at very attractive price points. The all-new Matrix and the RSC concept are excellent examples of Toyota's dedication to this emerging force in the marketplace. They won't be the last."

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