I traded in my Echo for a Yaris and I am blown away by how luxurious this entry level car feels. Even with 2 hp less than the Echo, the Yaris feels like a Corolla and has no problem accelerating and keeping up with traffic. The new suspension and electric steering makes handling feel more like a European car than Japanese. It also has a very quiet ride on the highway and is comfortable for long trips. And for those weary about the cupholders being up near the vents, don't worry, it holds drinks very tightly. They also make a good spot for your cellphone. I hope to have this car until the day it dies, which will be a long, long time.
Interior and exterior style (especially the gauges), quietness and comfort, dual overhead lights, fuel economy, the fact that the interior was designed more for the driver, Toyota reliability.