Toyota has unveiled its latest small SUV offering, the C-HR, aimed directly at the popular Honda HR-V, Mazda CX-3, and Subaru Crosstrek among others.

To put the C-HR’s size into perspective, it’s smaller all around compared to the Toyota RAV4—around 9 inches shorter and 3 inches narrower.

The company says the C-HR name stands for “Coupe High-Rider” (no, we don’t know what that means) and comes with bold exterior styling not normally found on the usual staid Toyota lineup.

The C-HR will be available in two trimlines, XLE and XLE Premium. Standard equipment includes 18-inch wheels, rearview camera, and the Toyota Safety Sense P suite of safety gear, which includes forward-collision warning with automatic braking and pedestrian detection, lane-departure warning with lane-keeping assist, and adaptive cruise control.

(Story updated with video from the 2017 Detroit auto show.)

2018 Toyota C-HR interior

Moving up to the XLE Premium trim adds blind-spot monitoring, rear-cross traffic alert, heated front seats, and a power lumbar driver’s seat.

The standard powertrain is a 144-hp, 2.0-liter four-cylinder mated to a continuously variable transmission (CVT). Currently, just front-wheel-drive models will be offered.

Inside, the C-HR gets assorted soft-touch diamond pattern materials, a 7-inch audio display, dual-zone climate control, and a leather-wrapped steering wheel.

And about that styling: This small SUV is very likely to get some type of reaction, one that you certainly can’t ignore. In fact, the C-HR was originally a concept under the Scion brand, which has often had edgier styling. Toyota says the C-HR has an “uncanny look” that “possesses an assertive fascia that’s uncommon in the segment.” Whether or not that’s damning it with faint praise or it’s Toyota saying that the C-HR has a face that only a mother could love, we’ll see what the marketplace decides.

Pricing, EPA fuel economy estimates, and on-sale dates were not disclosed. 

2018 Toyota C-HR rear