Reports last week that the Scion iQ is not long for this world came just weeks after Toyota USA issued a sales release showing that iQ volume was chopped in half in 2014.
One year earlier, Toyota’s sales report showed iQ sales falling 54% from 2012 levels.
• iQ sales decline every month
• Scion sales down 66% from 2006 high
More specifically, U.S. sales of the iQ tumbled in each of the last 24 months. Only once, in December 2012, the iQ’s first opportunity at posting a year-over-year improvement, did it do so, surging 32% compared with its first month on the market.
The U.S. market, long in need of an affordable, compact, rear-wheel-drive sports car, allowed the hype to initially take hold. The Scion FR-S’s best ever month was its first full month of availability – June 2012 – when 2684 copies were sold.
But in the second-half of the FR-S’s first full year in the U.S., FR-S volume slid 4%.
• FR-S accounts for 24% of U.S. Scion sales
• Scion accounts for 2.4% of Toyota Motor Sales, USA, Inc. volume
• Subaru sold 25,492 WRX/STi Imprezas in 2014
The numbers weren’t terribly low. 18,327 FR-Ss were sold in the U.S. in 2013. But they weren’t terribly high, either. Nissan, for a reference point, sold 36,728 350Zs in 2003.
Regardless, only 18 months into the car’s tenure, monthly declines became notable because of their severity and consistency. (Read More…)
Scion has confirmed that their new iM hatchback will be joined by a sedan, debuting at April’s New York Auto Show.
It is difficult not to write satire – but this might be too subtle. Thoughts?
For the 18th consecutive month, the Scion brand’s U.S. volume declined in November 2014. The streak has reached a special low point, however, with the worst percentage decline since June and the lowest sales total since January 2012, when the iQ had only just arrived and the FR-S wasn’t yet on sale.
We’re long past expecting Scion to be capable of selling 14,400 cars a month as they did when the brand peaked in 2006. In 2012, Scion sold an average 6125 cars per month, an average which climbed to nearly 6700 monthly sales in the final seven months of that year.
But with just 3907 November 2014 sales, a 21.4% drop compared with November 2013 and a 30.3% decline compared with November 2012, the brand’s 18-month streak has tumbled to new lows. (Read More…)