Prior to the New York International Auto Show, Toyota distributed an upbeat press release. Come party with us, it said. “Scion is not going away quietly.”
Yet, as I walk toward Scion’s booth, a quiet unease fills a void once occupied by a loud, confident generational pulse. The typical eye-catching signs with heavily embossed, trendy hashtags are all but entirely absent upon my arrival. Massive subwoofers sit dormant inside 13 years’ worth of one-off tuner concepts. Engineered studio lighting softly highlights the vehicles on display, while simultaneously attempting to hide the vast, empty spaces between them.
Scion’s show booths are normally chock-full of tchotchkes and the beautiful people handing them out — but not today.