If anyone has been wondering if Scion’s future was in question the past couple of years, it’s likely they know better today. The “youth brand” launched in 2004 with the first generation xB and the smallish xA to much fanfare. In the years that followed the brand evolved as Toyota tweaked the models. The popular tC came along and has in many ways been the spiritual successor to the Toyota Celica.
But in the past 2-3 years, the luster seemed to have faded. Sales performance of the second generation xB and xD models was much weaker than expected, especially given the gas crunch in 2008 and the huge migration to smaller cars. While the products were of legendary Toyota quality, the appeal and draw seemed to be faltering. The marketing direction seemed to be at odds with the vast majority of actual customers.
In the press there have been many stories and editorials questioning whether Toyota had made a mistake by painting themselves into a corner with the Scion brand. Others questioned the viability of models like the second generation xB which lost much of its funk vibe in the Americanization that took place in its evolution.
But then we fast forward to the 2010 New York Auto Show. Scion crashed through the gates with two new models that are likely to change the game. First and expected was the second generation tC which has an all new platform, more powerful 2.5 liter engine, and six-speed transmissions. A lowered profile and more aggressive stance build on its performance image.
The styling is bold and envelope stretching. The modern origami-like folds and creases have a lot of the same language first seen in the Lexus LF-A and even the Nissan GT-R shall we suggest. This language will speak to younger buyers who have been lusting after the aforementioned super-cars.
But what really shows you the direction Scion is steering into the future is the new iQ micro-car. The iQ is revolutionary in many ways. It takes the concept made famous by the Smart For-Two and adds some real-world cred. You add a back seat, though small you change the game. One of the big problems people have with the Smart is that it only seats two. Then you have the fact it only gets 35-40 mpg. Why get a go-cart for that kind of mpg when you can get a real car that achieves the same and is no less expensive?
The Scion iQ blasts through those objections with a standard front engine, front drive layout. Though it is still similar in size to a Smart For-Two it has the look and feel of a more substantial automobile that will likely play well with more buyers. Add in the fact that it is made by Toyota and not some upstart company with a funky name and the new iQ is likely to do very well.
But what does it say for Scion? Well it means the brand is growing up a little and diversifying its products into new areas. Additionally, the offerings are slowly moving into places that don’t directly overlap with Toyotas you will find on lots next to them. Lastly I think that what we see at the New York Auto Show is a sign that Scion is here to stay.
