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Founded in 2002, Scion is a marquee of vehicles produced by Toyota Motor Corporation. Toyota's idea with Scion was to attract younger 'Generation Y' buyers. To achieve that goal, Scions are priced low and are easy to accessorize. As of February 2007, the average age of a Scion buyer was 39, the lowest in the industry.
Scion is quite sure of one thing: the new iQ is a much better car than the smart fortwo. What they’re much less sure of: how many of the targeted fine young North American urbanites will buy one rather than periodically use Zipcar. I’m neither young nor urban, but I’m going to do my best to pretend. Why might I buy this car—or not?
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It will come as no surprise to regular TTAC readers when I say that Scion has had some sales issues lately. But instead of euthanizing the brand as some on TTAC have suggested, Toyota has decided to take a different route. Thankfully, rather than creating more me-too models based off of US-market Toyotas, the plan includes some JDM/Euro models and the much anticipated “Toyobaru “sports car. The first object of foreign desire landing stateside to start off Scion’s resurrection is the Toyota iQ micro-car. The iQ should be in showrooms across the country soon, but does Scion have the IQ to make a smarter Smart?
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Toyota has had a problem lately: aging clientele. While some marketing firms will try to reinvigorate an aging brand with flashy new commercials and risqué advertising campaigns, Toyota decided to create a whole new brand in 2002 targeting Generation X and Y: Scion. Since the generations at the end of the alphabet are short on cash but long on youth, value pricing is the biggest draw for the Scion brand. Therefore it should be no surprise that the average age of Scion shoppers isn’t as low as Toyota could have hoped: old people like a bargain too.
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Anarchy in the TTAC! It turns out that Michael Karesh and I both got invited to short-lead Scion tC press events. His review is found here and nicely covers things like the sound system, recent sales numbers, and the American economy. It’s so comprehensive that I didn’t feel the need to attend my press preview.
I did, however, feel the need to pay my bookie, so I am dutifully submitting this piece to offset a small amount of my personal debt. If you are not in the mood to read two reviews of this car, I have helpfully summarized my review in one sentence, posted “before the jump” for your convenience:
Given sufficient velocity and violence of application, it is possible to set the brakes on fire.
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Eager to connect with twentysomethings, Scion has sponsored over 2,500 cultural events. Nevertheless, sales are far off their peak. Apparently free doom-metal concerts can only accomplish so much when the target customer can’t find a decent job. Or is the product the problem? Apparently Scion thinks so, as it’s forecasting praying that a redesign of the tC for the 2011 model year will double the model’s sales. (Which, if accomplished, would still leave them at half the 2006 peak.) So, might these prayers be answered?
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Big changes were afoot in the Scion back in the summer of 2007, as the brand’s pioneering crop of Yaris-based funkmobiles gave way to a second generation of models aimed at expanding the brand’s appeal to American consumers. Oddly enough, the biggest changes came for a new model with an unchanged name: in a single generation, the the tiny xB went from freaky, fuel-sipping urban runabout to a bloated, Camry-based beast. In contrast, the less-successful xA underwent a far less radical change as it morphed into the xD, saving it from the initial scorn of Scion purists and keeping the brand’s Yaris-based roots alive. Not that the xD has been in any way rewarded for staying (relatively) faithful to its brand’s mission: like the xA it replaced, the xD has never sold better than its larger, less brand-faithful stablemates. Which begs the question: is the xD a bad car, or was the original vision of a funky, urban micro-car brand a dead-end dream? Read More >
The Scion brand has turned to face some strange ch-ch-changes over the last model year. The bento-box-on-wheels xB was re-fashioned for American tastes, exchanging hip Nipponese style for porky gangsta chic. And now the xA, the mini-minivan-shaped thingie that somehow (unfortunately) captured the spirit of the orthopedic Toyota Echo, has been axed. In a break with ToMoCo’s tradition of maintaining model names, Scion has decided to replace the xA with the xD, a mini-CUV-shaped thingie with bad ‘tude. Go figure.
Scion xD Review Car Review Rating
Having wrested the title “world’s largest car manufacturer” from General Motors, Toyota’s already committing some of the same mistakes that brought GM down. The all-new 2008 Scion xB is a blot on Toyota’s relatively unblemished copybook. It bristles with classic GM-think: dumb it down, fatten it up and cheapen it out.