Two door cars used to be everywhere. From loaded up Cutlasses and Accords. To entry level Escorts, Neons and Civics. Nearly every popular car of 20 years ago offered a hatchback or coupe variant for those seeking a touch of sport in their daily driver.
Then something happened. America gradually got older… and bigger. Four door cars went from the plain-jane three square look of the 1980’s, to designs that evoked the priciest of exotics. Advances in steel fabrication and body stamping were just the beginning of what soon became a new era where four door cars completely dominated their two door sisters.
“Why deal with the inconvenience of a two door?” said a buying public knee-deep in aging baby boomers. Why indeed when you could have everything from a Camry to an SUV if you wanted the pretense of a sporty and powerful ride. Hatchbacks soon gave way to oversized coupes, which gave way to the reality that so-called ‘sporty’ designs were now available in every segment of the car market.
To survive for another generation, a two door compact like the Scion tC has to offer a lot more than just a ‘sporty’ driving experience.
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.
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?
Scion shows off the tC “Release Series Six” edition, which boasts a 70s muscle car-inspired graphics package, complete with a not-in-any-way-indicative-of-engine-displacement “6.0″ on the flank. Think of the look as Yee-haw meets Ichiban, but because it’s a Scion tC it’s neither cool nor particularly fast. Poor Scion…
“Scion is pretty much a North American brand, so that is why it is very natural to think more development, more design work, should be done in North America,” Yoshi Inaba, president of Toyota Motor North America tells Automotive News [sub]. In other words, fans of Scion’s first generation of JDM confections who railed against second-gen bloat are probably out of luck. Sure, model four in the Scion lineup will be the iQ minicar, which is small and weird enough to have been a member of the Scion invasion team, but after that? It’s all bloat and bigger blind spots from here on out. It’s what America wants.