Scion FR-S: How To Say "Hachi-Roku" In American
TTAC has long been bearish on the Scion brand, and in a lot of ways, Toyota’s global tri-branding strategy with its new “86” sportscar (Toyota, Subaru and Scion versions are being sold) highlights how Toyota has lost its branding focus. On the other hand, the FR-S, Scion’s version of the 86, is by far the most compelling product that brand has offered… well, possibly ever (OK, since the Mk1 xB). If I were king of Toyota, I’d probably still kill off Scion and sell the 86 as a Celica in the US… after all, how much sense does it make to have two sporty coupes at Scion and none for the Toyota brand? But if Scion follows the FR-S up with a new truly compact pickup co-developed with Daihatsu, as has been rumored, I’d be willing to concede that Scion has a place in the market. After all, truly unique, funky vehicles justified Scion’s existence in the first place, before a watered-down second generation of products killed that positioning (and Scion’s sales). With the FR-S, Scion seems to be heading back towards focused and freaky niche confections… let’s hope it continues to return to those roots.
More by Edward Niedermeyer
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This will be a disaster. Toyota is already intimating a 32k sticker. If the current 4Runner is any indication of how much an actual model you can buy from a dealer costs MORE than the sticker they quote for the press, I'm guessing you can get one for 35-36k without dealer markup. And there will be ADM. That and the fact that it's bastard sibling, the WRX STi, can be had for around that kind of cash. I can haul my groceries and drive the kids to school for the same amount of money. And I'm guessing the STi is faster.
To me Subaru BRZ and Scion Whatsoever look exactly the same means identical. What is the point? Yawn.