2017 Toyota C-HR pricing and specifications revealed

Toyota has set aside its fleet-friendly, price-driven roots to take a premium position with the new C-HR compact SUV.

The brand hopes to attract new customers with the model, which rivals the likes of Mazda's CX-3 and the Holden Trax.

But it is unlikely to appeal to those on a tight budget, as there is no bargain-basement model to rival Mazda's $19,990 starting point for the CX-3.

Instead, the entry point to the C-HR range starts at $26,990 plus on-road costs for a two-wheel-drive, six-speed manual vehicle powered by a new turbocharged 1.2-litre engine that offers 85kW and 185Nm outputs.

Crucially, that new engine allows Toyota to stretch its usual service intervals from six months to 12 months, with regular maintenance capped at $195 per service the first five years of ownership.

Australian C-HR models are sourced from Japan, and local supply of the vehicle will be limited to just 6000 units in 2017, with more on the way next year.

Toyota Australia sales chief Tony Cramb expects demand will outstrip supply, likening it to the launch of the brand's latest sports car in 2012.

"This will be like 86," he says.

"That's our biggest single concern, trying to manage the expectations of our guests.

"The interest has been fantastic."

The base C-HR features 17-inch alloys, satellite navigation, dual-zone climate control and sports seats along with an impressive safety suite taking in autonomous emergency braking, active cruise control, a reversing camera and more.

A CVT automatic transmission costs an additional $2000, while all-wheel-drive is a further $2000 beyond that - you can't get a manual car that drives four wheels.

Customers who want one with the lot will pay an additional $4300 for the premium C-HR Koba, a car that builds on the base spec with extras including 18-inch alloys and heated leather seats with powered front adjustment. Toyota expects around 60 per cent of initial customers to plump for the Koba, which also features a first for Toyota in a new climate control system with "Nano-e" technology that adds a small amount of moisture to the cabin air to stop occupants' hear and skin from drying out.

The model is available in a choice of eight colours including eye-catching red, yellow and teal tones. Customers can personalise their car by spending an additional $450 to have the roof finished in contrasting black or white paint.

Toyota is also set to offer a broad range of accessories including a choice of eight different alloy wheel designs, coloured mirror caps and painted lower spoilers that offer a wide range of customisation, as well as practical touches such as tow bars and roof racks.

2017 Toyota C-HR pricing and specifications

Price: From $26,990 to $35,290 plus on-road costs

On sale: Friday February 24

Engine: 1.2-litre four-cylinder turbo petrol

Power: 85kW at 5200-5600rpm

Torque: 185Nm at 1500-4000rpm

Transmission: Six-speed manual or CVT auto, front-wheel drive or all-wheel drive

Fuel use: From 6.3L/100km