For years, the Toyota Vios has been a consistent best seller in many Southeast Asian markets, but has often come in for criticism for its conservative styling and somewhat basic feature set compared to some competitors. It makes one wonder what it is that really drives car buying decisions in these markets. More important than cutting edge design or the latest tech features, are factors such as brand reputation, perceived reliability, and resale value. In addition, it discusses the cultural aspects of car ownership and the part that 'safe' choices play in major purchases. It would be quite interesting to understand what has led to the Vios’ longevity and the reasons for its enduring sales success in Indonesia, given that this represents a case of a uniquely successful car that is actively upstaging much stronger market leaders amongst Indonesian car buyers. An investigation into this may provide insights about how consumers behave in the context of the automotive market and the balance between The Practical and The Emotional in the buying decision process.