I just bought this car a few weeks ago. So far it is great in almost every aspect. The highway gas mileage seems low though (only 28 mpg so far) I am hoping that it gets better. It drives great and is a great compromise for practicality. I am not excited about the low treadwear of the tires.
The radio with an MP3 player, style, the fact that it is a Toyota, and how it it holds its value.
Give it better tires with longer treadwear and less expensive floormats.