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When Toyota's youth brand was born, there was an unwritten rule that it wouldn't grow beyond three models. Years later, Scion is an unqualified success having sold 170,000 units of the xA, xB and tC last year, which has Toyota execs wondering if just a few more units could be sold with a fourth model. The Car Connection got Scion's corporate manager Steve Haag to admit his brand does need to expand. Haag told TCC, "We have to offer more products, (though) we want to remain small."

Though a fourth vehicle, if produced, would still have to be an entry-level model to be called a Scion, Haag hinted that it would likely be something bigger and more expensive than what Scion currently offers. Haag also acknowledged that despite the green image of parent company Toyota, Scion models aren't fuel efficient enough to attract environmentally conscious car shoppers. As such, Scion could get its own hybrid as a fourth model.

The question is can Scion sell 200,000 units a year with its current three-model lineup, which includes the redesigned xB, all-new xD and tC, or will a fourth be needed to break through the ceiling? What type of model do you think Scion should sell next, or should it nix a fourth car and concentrate on improving the three it currently sells?

[Source: TCC]







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  • 45 Comments
      • 8 Years Ago
      The problem Toyota faces is that Scion loyalists who may welcome a new model would likely be the same people that would buy the Toyota-branded equivalent of the Scion if it fit their needs. A Scion version of the RAV4 or 4-Runner would likely lead to a near identical drop in RAV/4/Runner sales as gains in the Scion version. Bad move for Toyota if they do that because of the costs of a new product launch.

      Two viable markets to grow the Scion fan club:
      1: Sport Bike, Scion is known for it's sporty style, with or without substance of sporty speed. A motorcycle sold side-by-side with the car lineup would likely not dip into car sales while giving the Toyota moniker a quite safe inlet into the motorcycle market.
      2: Hybrid version of the tC. Pull the 2.4L I-4 and replace it with the 1.5L I-4 from the xA (and Toyota Prius) and mate it with the Prius' hybrid system. Expand the Hybrid market into the sporty-style sector. Should be able to keep prices reasonable as the technology cost is quickly being offset by sales of Toyota's Camry and Highlander Hybrids. Keep the premium low enough to be worthwhile, the car market is begging for Hybrids that don't suck or look worse than their non-hybrid counterpart.
      • 8 Years Ago
      the comment re: bringing over the toyota Rush as a scion is probably the best bet. Its an existing vehicle, not offered currently in the US, and its small. Or do a 2-dr version and offer as a mini-FJ....
      a p/u truck would be neat but I dont think very feasible. I agree the tacoma has gone to mid-size but I dont think anybody in the US wants a Corolla pickup. Besides, you can get a base Tacoma for 13K (or a hopped up one for 30K )
      • 8 Years Ago
      The original BB/xB with 30 more ponies via Electrics. I've had two and it could be done.
      • 8 Years Ago
      As the owner of a 2006 xB I say that Scion needs to return to its roots, i.e. small cars based on the Echo (now Yaris) platform and engine. They should use the styling from the older xB and the tC as their signature designs to differentiate them from Toyota, while continuing to offer most options as dealer accessories. I'd personally like to see an xB-esque small SUV with 4WD and the Tacoma's 2.7L I4 (159 HP, 180 lb. ft.), and the 2nd gen Prius rebodied with the toaster shape (as opposed to the current tapered turd). As for the new xB? It sucks. I test-drove both new and old when I got my '06 and can say that Toyota screwed it up bad. Just like GM when you think about it...
      • 8 Years Ago
      With both the xB and xD moving up in power/size, I'd say Scion is primed for an Aygo based vehicle to fill in the bottom end.

      The new models are already using Corolla/Camry derived powertrains....where would they go from there? A V6 model? I just don't see a $20-something thousand dollar car as fitting into the image of Scion.
      • 8 Years Ago
      another model wouldn't hurt them..they need to space them out better...I still think that they should continue to produce the 1st gen xb on a limited basis and include the lesser known OpenDeck bB as well...maybe each dealership get 50-100 allocated to them every year.....and mark my words, they would sell out every year!!

      Toyota, and every other car company really need to kick it in the butt and start using better and more fuel efficent engines..the science and know-how is there...start using it!...start having engine options available..like hybrid or bio-diesel engines that the consumers decideds on
      • 8 Years Ago
      Toyota's greed is well on its way to turning them into General Motors East. Good job Toyota, make it bigger, more expensive with stronger engines! Make it bland as hell while you're at it so you'll mildly appeal to every one and offend every one.

      Pray that your quality holds up (or at least the impression of quality) or you're screwed at this rate. Honda is a much better model company right now. Toyota is only winning so much because there are so many sheeple out there.
      • 8 Years Ago
      TRD Yaris... err Scion xE, for the win....
      • 8 Years Ago
      I think Scion should try to make a copy of the Chevy Cobalt. There aren't enough crappy American small cars filling our roads and a Japanese fake Cobalt would go a long way to addressing that need.
      • 8 Years Ago
      A hybrid model would make a lot of sense for Scion.

      Toyota needs to get back in the hybrid leadership game with a lower price-point model. Scion could serve that role effectively while not cannibalizing Prius sales.
      • 7 Years Ago
      Save the Scion line....easy...
      Make a hybrid convertible!!!

      Think about it. They could single handedly own that market. Make being green FUN.

      The Mini Cooper convertible has been selling like crazy because it is the ONLY 4 seater, fuel efficient, convertible you can buy.

      On another note...the market is PRIME for a luxury fuel efficient car. Or at least a Mid-luxury. No the Lexus SUV does not qualify because it has terrible MPG. But the Mercedes E class Diesel has been doing very well.
      • 8 Years Ago
      Why do they have that crappy Toyota-like front end? Scion should have its own distinctive look.
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