Toyota has unveiled its new Rukus model, confirming the head-turning urban utility vehicle will go on sale here from June 1.

The aggressive looks of the new Rukus broke cover at the New York auto show.

New York was chosen for the debut because Rukus, although yet to break ground in Australia, has become iconic in the U.S. where it is marketed as the Scion xB.

Toyota Australia's marketing manager Scott Thompson said Rukus will appeal mainly to young, urban trend-setters - many of whom have previously never owned a Toyota.

"Rukus is anything but a standard car - and that's exactly why we're introducing it to the Australian market," Mr Thompson said.

"Its iconic, boxy shape deliberately challenges the norms of car design - a bold move that is sure to spark vigorous debate.

"Rukus is not a mass-market car: it's an acquired taste that will polarise opinions.

"Fans will be passionate - and not just because of the space, performance and great standard features.

"Many owners will dress up Rukus, adding their own flair by customising it with Toyota Genuine and after-market accessories."

Australian models will be imported from Japan, receiving the latest updates seen in the U.S. version.

The front of the Rukus sports a slim-line upper grille and large mouth-like lower opening.

The tall, rectangular Rukus body provides a surprising amount of interior space and flexibility.

The U.S. version of Rukus has been named a "Top Safety Pick" in each of the past two years by the Insurance Institute for Highway Safety - its highest safety designation.

To qualify for the award, a vehicle must earn the highest rating of "good" in the Institute's front, side, rollover, and rear impact tests and be equipped with vehicle stability control.

The testing was made more stringent in 2010 with the addition of the rollover test.

"'Top Safety Pick' recognises the vehicles that afford buyers the best overall protection in common crashes," said Institute president Adrian Lund.

"With more top performers, there's no reason to buy a small car with less than stellar crash-test ratings."

The Institute is an independent non-profit research and communications organisation funded by auto insurance companies.

To earn a "good" rollover rating, a roof must be able to support the equivalent of four times the vehicle's weight compared with the current US federal standard of 1.5 times.

In the Institute testing, the roof of the Rukus (xB) withstood a force equal to 6.8 times its vehicle weight.

All Toyota models meet or exceed the safety requirements of federal and safety authorities in Australia and the United States.