Scion’s slow-selling FR-S rear-wheel-drive coupe is about to become Toyota’s slow-selling rear-wheel-drive coupe, and it will be branded with the same moniker as in many other parts of the world.
That’s right: this is the Toyota 86, also known as what it should have been named here in the first place.
If you’ve been holding out on buying a Scion tC until the right special edition came along, this is your last opportunity.
Scion’s parent, Toyota, took the youth-oriented brand behind the woodshed last month, making the upcoming Release Series 10.0 version of the tC coupe an aerodynamic swan song. (Read More…)
Being a car flipper, tuner and technician that falls within the millennial age group should make me an ideal candidate for various Scions. Yet, when I attempted to jog my memory yesterday, I could think of only a a few I’ve touched with my own two hands.
In fact, I’ve only flipped a single vehicle from Toyota’s youth brand: a repossessed xB festooned with the standard roll call of aftermarket vendor decals. It would be my only foray into a tuner culture the brand attempted to make accessible to millennials straight from the dealer. It also represented the misfortune of many young owners who lose their vehicles to the bank.
“Sir, I don’t think you understand how our pricing model works.”
It was the winter of 2004, and a sad-sack of a salesman sat at the desk across from Mrs. Bark and me at a morbidly depressing Toyota-Scion dealership near Dayton, Ohio. My dear wife was the less-than-proud owner of a 2001 Hyundai Elantra that had been the very first car she’d ever purchased new. That Elantra came with war wounds; it had been hit in the rear door a week after she bought it, and the car was so cheap that the small dent it caused wasn’t worth fixing.
We had recently become upwardly mobile, thanks to a promotion I got at work, so I wanted to buy her something nicer; something sporty, but not actually sporty. She was a graduate music student, and all of her friends drove shitboxes from the ’90s. I wanted them to know that her husband was somebody, not just another poor grad student. Alas, youthful pride.
One coupe flies, two coupes die.
By the time that Akio Toyoda was standing on that Detroit stage crowing about the triumph of the LC500, the nails were already being hammered into Scion’s coffin. The Scion tC, perhaps the best combination of practicality, style, and durability available for under twenty-five grand in the United States, will be taken out back and unceremoniously shot. The FR-S … your guess is as good as mine, but I’d be surprised if Toyota brought it over as the Celica, no matter how personally gratified I would be by such a move.
The story of Toyota’s American sub-marques could not be more different. Lexus has gone from strength to strength, effortlessly assuming a position as the thinking man’s luxury car with the LS460 while also flooding the market with Camry-platform high-profit product. Scion, on the other hand, has struggled from its first day with customer perception, dealer-satisfaction issues, and schizophrenic product planning.
Yet it’s easy to show that Lexus has been just as poorly managed as Scion; take a look at the Lexus lineup over the past 27 years and tell me that you can’t spot quite a few duffers and misfires. So why is the Official Toyota Brand of McMansion Owners soaring while the Official Toyota Brand of Dubstep Aficionados crashes? The answer, naturally, is: Barack Obama.
Beyond the funky metal, there’s one element that set Scion apart from its Toyota mothership: monospec pricing.
By offering up only a single trim for each models and reducing options to paint colors, transmissions and accessories, Scion was able to market its vehicles to a different audience and offer a no-haggle sales approach.
For the 2017 model year, that monospec approach will continue, but Toyota is evaluating its future. Also, Scion’s no-haggle pricing model won’t be surviving the transition to Toyota.
Toyota officially announced Wednesday morning that Scion will “transition to Toyota,” effectively killing off the youth brand started in 2002. Its first vehicles went on sale in California in 2003, and included the xA hatchback and xB wagon.
According to a release from Toyota, Scion “is now transitioning back to the Toyota brand” and most Scion models well be rebranded as Toyotas starting August 2016 for the 2017 model year, including the forthcoming C-HR. The Scion tC will be discontinued as of August 2016.
Is Toyota about to officially murder the company’s fledgling Scion marque? If so, it will be both the exact outcome analysts and observers and fans predicted for years and a surprising turn of events.
After thriving for half a decade prior to the economic collapse, Scion’s poor performance in recent years led us to assume that Toyota would tire of the brand’s inability to turn a corner. But then Toyota finally reinvested in the brand, launching a sports car, a conventional hatchback with the iM, and a new Mazda2-based best seller, the iA.
Only months into the tenure of the two newest Scions, the cars which accounted for six in ten Scion sales in January, Toyota apparently realizes that the potential of the iA, iM, and even a C-HR crossover is insufficient. Joining Geo, Eagle, and Merkur on the scrap heap of failed auto brands launched by large automakers, Scion is killed off just when we thought Toyota had decided not to kill off Scion.
Porsche-Piech family is standing behind their man — which totally isn’t the kiss of death, right?
That, Toyota’s completely nuts and it’s awesome and Mazda’s CX-4 breaks cover … after the break!
I call Scions “the acronyms from hell” because even I have trouble keeping up with all of them.
iQ, iA, iM, tC, xB, xD. Did I forget one? The xA and…wait! I forgot the FR-S, but that’s only because I rarely see those go through the auction block. Everything else, save the two new iA and iM models, seems to make a perennial pilgrimage to the wholesale heaven of unwanted used cars for one unfortunate reason.
Scion, historically, can’t help but hit ’em where the customers ain’t.
November 2015 produced the lowest full-month U.S. sales total for the Scion FR-S in its history.
November 2015 also produced the sixth consecutive year-over-year Mazda MX-5 Miata monthly sales increase; November was also the fifth consecutive month in which the Mazda MX-5 outsold the Scion FR-S.
The FR-S and MX-5 are clearly not direct rivals. One is sold exclusively as a coupe with rear seats; the other is a two-seat convertible.
But the comparison between the pair, like the forthcoming comparison between the Ford Mustang and Chevrolet Camaro, is pertinent because of the contrast between old and new. From June 2012, the first full month of availability of the FR-S, through June 2015, the Scion was the fresher sports car parked outside A&W on a Thursday night. However, it suffered from the same malady that typically afflicts most sports cars early on in their tenure: DDDD. Drastically Decreased Demand Disorder.
We haven’t held back our critique of Toyota’s handling of its Scion sub-brand.
Though Scion held such promise a decade ago, replacing the hot-selling first-generation xB with a mostly ignored, overweight, second-generation xB was a ticket to failure. Allowing the once-popular tC to linger mostly unchanged and mostly unathletic for more than a decade is akin to snatching defeat from the jaws of victory. A flash in the pan sports car, the FR-S, wasn’t – couldn’t be – the answer to the brand’s troubles.
Signs of life are once again appearing at Scion, however, and not from the most expected places. (Read More…)
Our friends over at AutoGuide have a juicy story about a patent filing from Toyota that details a decidedly BRZ STI-looking drawing that may signal a performance variant on its way.
According to AutoGuide, the patent, which was approved in Japan, was filed by Toyota, but named Subaru-parent company Fuji Heavy Industry as its owner. The patent was approved so let’s get them on the lots already.
Toyota will build the next generation RAV4 and RAV4 Hybrid on its new global platform in Cambridge, Ontario, Canada near the Lexus RX in 2019, the automaker announced Tuesday.
The plant, which recently lost production of the Corolla to Mexico, would receive a significant upgrade to the Toyota New Global Architecture line that could be used to produce other cars in the future. In a statement announcing the RAV4’s production, Toyota executives touted the Cambridge and Woodstock plants as the “North American hub for sport utility vehicles.” (Read More…)
If history is any indication, North American consumers may get their first look at the Scion C-HR at the New York Auto Show in April 2016.
Autoblog confirmed Tuesday that Toyota would show off its production-ready cute ‘ute next March at the Geneva Auto Show. Last month, Scion teased a concept it would be showing in Los Angeles next month, widely considered to be the C-HR in Scion clothes. Both announcements may mean that the C-HR is following a pattern started by the Scion iM.
In 2014, Scion showed off an “iM Concept” in Los Angeles before taking the wraps off the production version in April 2015 at the New York Auto Show.
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