Scion aims to ditch the kids and mature along with its customer base

Scion aiming to ditch the kids and mature along with its consumer base

They grow up so fast, don’t they? It’s hard to believe it’s been ten whole years since Toyota unveiled its youth-oriented Scion brand. The Japanese automaker was in it to win it, so to speak, with a concentrated push towards capturing the youth market with its off-shoot brand. But that was then and this is now. The once wide-eyed youth Toyota was chasing are now older and Scion may need to grow up along with them to keep pace.

Having just concluded a nine-month review of its Scion brand, the Japanese manufacturer now looks poised to change things up considerably, reports Automotive News. Instead of eccentric ad campaigns and boxy car models, Scion will now focus its efforts on garnering more mainstream appeal. And part of that process has already begun.

Take for example the sporty FR-S: the two door, rear-wheel drive coupe is nothing like any of the cars Scion offered prior to its introduction. Instead of trying to operate outside the mainstream, the new 200 horsepower FR-S is a performance car, plain and simple. Of course, looking at a car like the Scion iQ, it’s hard to see it as anything but quirky. Not so, according to Scion. In the past, the spotlight may have shone on some of the more eccentric traits surrounding the diminutive city car, especially its unique design, but not anymore. Now, Scion has placed a greater emphasis on more mainstream appeal such as fuel economy, handling, and overall vehicle functionality.

With new models like the iQ and sporty FR-S look to carry the brand’s banner into the future, the fate of the nameplates best-selling models, like the boxy xB, is looking rather bleak. While speaking with Automotive News, Scion vice president Jack Hollis hinted that the company may not replace the model with a “one for one” as buyers today are less interested quirky exterior designs.

2012 Scion iQ

So what exactly incited this shift in focus for Toyota and its Scion brand? The answer is twofold, really. First, many of the young adults initially attracted to the Scion brand (members of Generation Y born between 1980 and 1999) are entering a different stage in their lives, and with that comes new  tastes. According to Scion execs, members of this demographic have different needs now that they are no longer 22 years old. They argue that today’s 22-year-olds are very different from those in the past. While these new buyers still appreciate Scion’s fixed-pricing policy, the vast majority are no longer interested in letting their automobile define their character. Things like zany exterior designs and club-thumping ads are no longer relevant to these consumers.

Second, sales, or lack thereof, for the brand have continued to dwindle, demanding a shift in strategy. When the recession hit in 2008, Scion volumes took a bigger dive than almost all other brands. Sales figures for the U.S. in 2011 were barely a quarter of their 2006 peak of 173,034 units. According to Scion, poor employment prospects for recent college graduates (a key demographic for Scion) and an inability to finance cars such as the $16,500 tC meant purchasing a Scion made matters more than difficult for potential buyers.

With sales having suffered in recent years,  we can’t help but wonder if the Japanese automaker might find itself in a precarious situation, left with a youth brand that no longer wants to cater to the youth. So far though, that doesn’t seem to be the case. Even though sales have yet to climb to former figures, Scion sales grew 8 percent in 2011 and are up 19 percent in the first three months of this year. But according to Toyota, sales aren’t the sole focus of the brand. Instead, according to Jim Lentz, CEO of Toyota Motor Sales U.S.A., more important is that Scion attracts new customers that have never bought a Toyota before, which seems to be working — figures show 70 percent of Scion buyers are new to Toyota (a trend Scion intends to continue with its primetime push of the FR-S beginning in June). In that sense, Scion has served its purpose as an effective feeder brand into the Toyota family. Whether it continues to do so remains to be seen, but one thing is for sure: while Scion may be young, it’s at least showing some signs of maturity.

Emerging Tech

Awesome Tech You Can’t Buy Yet: camera with A.I. director, robot arm assistant

Check out our roundup of the best new crowdfunding projects and product announcements that hit the web this week. You may not be able to buy this stuff yet, but it sure is fun to gawk!
Cars

Someone just paid supercar money for the very first 2020 Toyota Supra

The 2020 Toyota Supra made its long-awaited debut at the 2019 Detroit Auto Show. The resurrected sports car, famous for a role in The Fast and the Furious, goes on sale in the U.S. this summer.
Mobile

Apple resurrects the iPhone SE with brand-new units starting at $249

Apple quietly started selling the iPhone SE again, at even lower prices than when it was discontinued four months ago. Brand new units of the 32GB version are on sale for $249, while the 128GB version is going for $299.
Cars

Sibling rivalry: 2019 BMW Z4 takes on the 2020 Toyota Supra

BMW and Toyota forged an unlikely partnership when they set out to build a sports car platform together. Here, we examine the similarities and differences between the 2019 Z4 and the 2020 Supra.
Cars

Boutique carmaker Karma Automotive, legendary design firm Pininfarina team up

Karma Automotive is partnering with legendary Italian design firm Pininfarina on future luxury cars. The first product of that partnership will appear later this year, Karma said, without offering other details.
Cars

Prices for using Tesla Supercharging just skyrocketed

Tesla is updating their Supercharging pricing based on local electricity rates and customer demand, which has lead to an increase in charging costs by as much as 33 percent in some regions.
Cars

Can electric motors finally make three-wheeled cars great?

Every few years, someone tries to sell a three-wheeled vehicle to Americans. Historically, it hasn’t gone very well. We’ve got our suspicions about why people don’t buy trikes, and they boil down to this: a trike is just not a real…
Outdoors

Is Uber planning to put its self-driving tech into bikes and scooters?

Uber reportedly has its eye on building autonomous electric bikes and scooters that ride to a user when summoned by an app. The technology could also be used to make its two-wheelers safer with obstacle avoidance systems.
Cars

Lincoln’s stately, limited-edition flagship sedan sells out in a month

The 1961 Lincoln Continental became a design icon thanks to center-opening "coach doors" (also known as "suicide doors"). Lincoln is bringing those doors back for a special edition of the 2019 Continental.
Cars

Volkswagen is planning a tougher challenge for its all-electric I.D. R

The Volkswagen I.D. R electric race car will head to the Nürburgring for a lap-record attempt. Volkswagen will reportedly aim to set the quickest lap time ever by an electric car with the I.D. R.
Home Theater

Report: Spotify preparing to launch $100 in-car streaming device

According to a report, people familiar with Spotify's plans say the company is readying a dedicated in-car music streamer that will cost $100. It will work with any Bluetooth-enabled audio system and can be controlled by voice.
Cars

Tesla given go-ahead to start deliveries of Model 3 to Europe

Tesla has been given the green light to start deliveries of its Model 3 electric sedan to Europe, giving it the chance to compete more effectively with the likes of BMW, Audi, and Mercedes-Benz in the region's premium car market.
Cars

Royal fans bid big money as Prince Philip ‘car crash parts’ hit eBay

A couple of days after a car crash that involved the 97-year-old husband of Queen Elizabeth II, debris apparently from the scene of the accident showed up on eBay. And people wanted to buy it.
Cars

If Batman became a race car driver, he’d hit the track in the Vuhl 05RR

Mexican sports car Vuhl revealed the hardcore 05RR, a roadster that blurs the line between a track car and a street-legal car. The 05RR stands out with a design that looks right out of a video game and a 385-horsepower engine.