Calty hired veteran Chrysler automotive designer Bill Chergosky to lead the development of an offroad vehicle known internally as the "Rugged Youth Utility" (RYU) aimed at attracting young male buyers, a segment Toyota felt they were losing touch with at the time. Many takes on the RYU concept were created including the 2001 Rugged Sports Coupe concept before a retro style design created by 24-year-old designer Jin Won Kim was chosen as the final exterior concept, with Chergosky designing the interior.