Ahh, the benefits of free PR. Mere minutes after Toyota UK’s official blog posted their “interview” with GT 86 chief engineer Tetsuya Tada, the outlets of the autoblogosphere were alight with Tada’s comments praising shooting brakes.

See, dropping a choice quote about Tada’s desire for a GT86 shooting brake isn’t just a coldly calculated way to ensure that this interview is re-posted ad infintium  on every content aggregator and “enthusiast blog” (read: free PR machine for the OEMs) in the world. It also provides a bit of insight into the economics of vehicle development, sales and manufacturing today – not to mention the PR and marketing side.

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There are some automotive fads that we can liken to the leather jacket; a contemporary piece of clothing that has endured the test of time to become a staple of one’s wardrobe. The Hoffmeister kink may be the best example of an aesthetic detail that’s achieved this sort of ubiquity and acceptance. On the other hand, certain things, like denim shirts for men and a certain style of empire waist tops that were once labeled “tit curtains” by an old lady friend of mine ( due to their unflattering drape on her trim figure) have faded away after a few seasons in the department stores. The automotive equivalent of these unfortunate footnotes may be the “Altezza” or clear lens tail lights that were all the rage a decade ago.

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Anyone attending the Geneva Auto Show will get to see a concept version of the Toyota 86 convertible, pictured above in a sketch. Enjoy it as you sip your 7 Franc lattes. We’ll have live shots for you starting March 5th, once the show is on. Maybe it will be warm enough to put the top down on the MX-5 by then…

Scion may have taken some heat for its heavy metal marketing initiative, but Toyota’s youth brand is about to put its money where its mouth (and marketing dollars are). Scion will launch a small-business incubator, dubbed Scion Motivate, to help young people get creative-focused start-ups off the ground.

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TTAC Reader Richard responds to Derek’s Scion Metalhead Marketing piece from the perspective of a car lover and metal fan

” ‘Entrails ripped from a virgin’s c**t,’ ” I thought to myself.  Toyota wants to play patron to a musical genre that has spawned songs like ‘Entrails Ripped from a Virgin’s C**t’ and ‘Christraping Black Metal.’ What are they thinking?”

My disbelief at Scion AV’s announcement echoed across heavy metal fandom. If there’s such a thing as collective cognitive dissonance, Scion AV caused it. Nobody could believe that Toyota was going to do this. What did heavy metal have to do with selling cars? And why would Toyota risk its stodgy and safe image on promoting itself via heavy metal, even if done through the ‘edgy’ and ‘youth-oriented’ Scion brand?

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Coming straight out of the “I can’t believe people get paid for this nonsense” department is Scion’s new marketing initiative; picking heavy metal-listeners as its next target demographic.

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Damn near everyone in the Industrial Design department at CCS said my engineering/gearhead/history buff background was killing my potential Car Design career. In hindsight they had a point, but most were complete jerks about it.  With three art history courses at three different colleges in mind, automotive brands/models/trim levels do indeed nod to something more than PR-hyped styling takeaways: perhaps a vintage automobile, a vague reference to a sub-culture not normally associated with a large corporation, or an entire genre of fine art. But the Scion FR-S isn’t retro… (Read More…)

We’ve already looked at the FR-S, but I came of car-driving age just minutes before the heyday of the Toyota AE86 and, by God, I’m going to write about any car that claims to be an homage to the car that stands as the ’55 Chevy of Japan. So, I got on the horn with Toyota PR: “Hey, Moe, it’s Murilee Martin. Yeah, that Murilee Martin. Listen, I’m heading out to the East Bay next weekend and I need something that won’t embarrass me when I need to out-donut the Glasshouse Caprices at the sideshows in Oakland, know what I’m saying? Sure, the FR-S sounds good!” (Read More…)

There is a well traveled myth in the animal kingdom when it comes to dogs.

Seven years = One human year. In reality, dogs will often reach their version of adulthood within the first year to two years of their life.

The same is true with certain sports cars.

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[Editor’s note: TTAC does not review cars, TTAC reviewers do. The reviews can be as different as the reviewers are, and they voice their opinions independently. Due to the high interest the FR-S has received, we put a whole squad of TTAC reviewers into the car, and we are not done yet.]

Alex’s initial look at the pre-production Scion FR-S had a few feathers getting ruffled in the comments section. Then came Derek’s discussion of the hype surrounding the car and his own disappointing drive, and even more feathers were bent askew. Now Jack’s had a go at dissecting the FR-S on the track (his natural environment, if not the car’s), and it’s basically been like firing chickens into a snow-blower.

So, while the little Toyobaru sits in the middle of crossfire of angry verbiage that is like, so totally not what usually happens around here, I’ll belly up to the bar. We’ve had the launch event, we’ve had the track comparo; I had the FR-S for a week to evaluate it as a daily-driver, and one thing right off the bat: (Read More…)

A couple of months ago, Aaron Robinson of Car & Driver wrote an expansive article about Scion.

This quote pretty much summarized his view on the brand.

“I have no doubt that Scion will eventually go the way of Plymouth.”

I’m sure he wasn’t implying that cheap Scions will someday morph their way into becoming Toyota equivalents that offer fake wood trim exterior panels and trombone case red interiors. As a long-time automotive writer and columnist, he was simply reading the proverbial writing on Scion’s firewall that has been ever deeper ingrained into their product line.

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In our second installment, we take the Scion FR-S to the track, along with the heavier, but more powerful Hyundai Genesis 2.0T and its spiritual antecedent, the Mazda MX-5. Oh, and there are special guests from Japan and America.

One of the most popular “Out of Thin Air” stories over the last 24 months has concerned the existence of a factory turbocharged Scion FR-S. In second place, the existence of a convertible Scion FR-S. At long last, a reliable source of information has confirmed their existence – but we won’t be getting them.

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As if the absurdly hyperbolic headline “The day the world changed” wasn’t enough of a tip-off , the hype machine for the Toyobaru twins has officially reached its zenith, with Wheels magazine’s Peter Robinson declaring the Japanese-spec Toyota 86 to be superior to the Porsche Cayman.

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While the Scion FR-S is performing well in its initial months of sales, the lower volume Subaru BRZ already has some cash on the hood, to the tune of $400.

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