CUT-throat competition and constant innovation mean it's motoring suicide to stand still with any model - no matter how successful.
What is today's technological marvel is tomorrow's also ran so Toyota have given the Auris a mid-life revamp to help it excel in the family hatchback market.
A host of new weapons are included in its armoury including improved engines, safety gadgets and an eye-catching exterior courtesy of a face-lift any Hollywood A-lister would be proud of.
The nose of the car now features distinctive headlights and a small grille dominated by a badge mounted in the middle.
There are LED daylight running lights and a shark fin roof antenna as well as 17-inch alloy wheels, while the angular design gives the car a dynamic feel and a road-hugging appearance.
The designers have also been allowed plenty of scope to change the interior which is enlivened by new gloss black trim on the dashboard and a seven-inch touchscreen - accessing the audio and sat nav systems - that's simplicity itself to use.
The air vents are snazzy and the efficient air conditioning is easily adjusted keeping the atmosphere relaxed. The only slight niggle is the old-fashioned looking digital clock which is difficult to see as it is situated away from the driver. But the door handles and gear lever are altered for the better while improved seat upholstery and a decent amount of space for four adults make the Auris a pleasure to spend time in.
The 350-litre boot is pretty roomy as well swallowing the weekly supermarket shop or luggage for a weekend away with ease.
There are five equipment levels - Active, Icon, Design, Business Edition and Excel - but even the entry-level model is well equipped with radio/CD player, MP3 compatible auxiliary socket and USB port as well as steering wheel controls for the stereo.
A plethora of safety systems are fitted including stability and traction control as well as ABS, electronic brakeforce distribution, hill start assist control and an army of airbags. Fitted as an optional extra to the car I drove was Toyota's Safety Sense, featuring lane departure alerts and some neat systems to help avoid accidents.
Power was provided by a 1.6-litre turbo diesel which uses its 110bhp to propel the car from 0-62mph in 10.5 seconds on its way to a top speed of 121mph.
This Auris actually felt a good bit quicker and is also a refined beast as improved sound insulation means little in the way of engine, wind or road noise makes it into the cabin
It's a gutsy performer with plenty of pull throughout the rev range, helped by a slick six-speed manual gearbox. The oil burner also boasts wallet-friendly average fuel consumption of 67.3mpg while carbon dioxide emissions are limited to 108g/km putting it in a low tax bracket.
Other engines include a perky four-cylinder, 1.2-litre turbocharged petrol producing 114bhp with a claimed top speed of 124mph and 0-62mph time of a shade over 10 seconds.
There is also an entry-level 1.33-litre petrol and a 1.8-litre VVTI Hybrid with a CVT automatic gearbox as well as a 1.4-litre diesel.
The focus is on comfort so the Auris offers a relaxing, enjoyable drive with improvements to the steering resulting in a sharper feel for what is happening on the road.