I've owned several vehicles over the past 10 years, including several Toyota trucks, but this was the first Toyota car I've purchased for myself. My sister has a 2007 (9th generation) and its fit and finish and build quality and materials are lightyears ahead of the current 10th generation. Toyota seems to have traveled back in time with the 10th generation! Not only are the interior plastics cheap and not soft-to-the-touch, they scratch VERY easily. The dash, doors, center console, and key area are scratched like crazy after 24k miles, even with due care not to scratch them! If it weren't for the poor, cheap interior quality, I would probably have liked this car a little better.
Heated mirrors...that's about it!
Get higher grade plastic materials for the interior, put clock up in radio or cluster (not at the bottom of the center stack), a five speed auto should be the standard in 2010+ vehicles (although I would still prefer a manual [which should be 6-speed]).