Scion may break promise to itself, add fourth model
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]
Reader Comments (Page 1 of 3)
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dynoenvy 3:29PM (7/13/2009)
Scion should stick with it's core market and avoid getting too broad. I think this has hurt a lot of the major auto manufacturers already. I say focus on one thing and do it right.
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75america 5:39PM (5/25/2007)
I think that a Scion version of the latest Daihatsu Terios would be nice in their line up.
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Tool 5:40PM (5/25/2007)
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.
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Max 5:41PM (5/25/2007)
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.
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Syu 6:01PM (5/25/2007)
A small pickup truck, as the Tacoma grew from a small pickup to a mid-size pickup the small pickup truck segment missing. Not everyone that drive a pickup needs V6 and 3000 pounds + towing capability.
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ThriftyTechie 5:51PM (5/25/2007)
I don't think restricting Scion to three models is a good idea and neither does Toyota, apparently.
Possible models:
re-badged RAV4 – cross-overs are hot and small(ish) so this is the most logical choice to increase sales and grow the brand.
re-badged Corolla – another reasonable choice to grow the brand. Still small, but just a little bit bigger than their current offerings.
I'd put money that it will be on one of the above. There's almost nothing else that would even be a possibility.
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Don 5:53PM (5/25/2007)
Hey, the xD's better looking and more appealing. The xB's a certified success. And you know the tC's still going to be a success.
I'd say moving 200,000 units without a 4th model is certainly possible.
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djSyndrome 5:55PM (5/25/2007)
Well, everyone else has an SUV, so why shouldn't Scion? The Toyota Rush would be easy to bring over and is small enough to where it wouldn't cannibalize too many RAV4 sales.
http://toyota.jp/rush/index.html
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egs 5:58PM (5/25/2007)
hybrid all wheel drive
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Blake 6:02PM (5/25/2007)
RWD Sportscar. Nuff said. no SUV crap... the new xB is already an suv looking monsetr. as an owner of the origonal (I'd like to say REAL) xB, a RWD tuner would fit in well.
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Tony 6:05PM (5/25/2007)
I would love Scion in Canada.
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jojo 6:09PM (5/25/2007)
Maybe the Matrix will move over to the Scion brand. It is already a bit of an odd fish in the Toyota group as it doesn't share the interior amenities that the Corolla has, but is fitted with the more scion-ey black and silver dash.
On another note though...why don't Scions have the same green image of small Toyotas?
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Andrew 6:08PM (5/25/2007)
Reintroduce the MR2 as a Scion model! (I can dream, can't I?)
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far jr 6:18PM (5/25/2007)
Toyota definitely should not restrict Scion to three models. At the same time, Toyota needs to be careful not to dilute itself into a three branded entity selling rebadged cars in Lexus, Toyota, Scion format like the Ford, Lincoln, Mercury midsized cars.
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FC RX7 Driver 6:30PM (5/25/2007)
Light weight RWD coupe/hatchback would be nice. A more hard core factory s/c tC would work well. Since the xA and xB grew or were replaced by a bigger car. I say a rebaged, slightly changed five door, 130hp Yaris would would sell.
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far jr 6:23PM (5/25/2007)
jojo... Toyota counts Matrix sales numbers with the Corolla. To make this model a Scion will reduce Corolla sales figures.
But then again, Scion sales are counted with Toyota sales. Lexus is separate... don't ask me where this logic comes from.
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Paul Y 6:30PM (5/25/2007)
Why on earth does everything have to be bigger and more expensive?
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Zain 6:36PM (5/25/2007)
Why do they have that crappy Toyota-like front end? Scion should have its own distinctive look.
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SherbornSean 6:48PM (5/25/2007)
Scion already has a Matrix -- its called the 2008 xB.
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