Word: ritzier
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Dates: during 2000-2009
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Toyota is taking a different approach to the customization craze. Its new line of Gen Y-oriented Scions will hit dealer lots in June with a standard package that lets buyers choose from three wheel-cover designs--or pay $665 to upgrade to ritzier alloy rims. "A lot of people go right out and buy custom wheels," says spokeswoman Ming-Jou Chen. "We want to give them a choice from the factory." A choice, mind you, that is no bigger than...