Scion FR-S Concept at the 2011 New York Auto Show - Click above for high-res image gallery

According to Automotive News, Scion is in the midst of rethinking its company strategy to help pull the Toyota offshoot out of its current sales slump. Originally, the automaker's executives envisioned a brand with quick product cycles that promised to keep its hardware fresh and interesting.

Unfortunately, that whole recession thing happened. Scion has since stretched its refresh cycle to save on cash, but it sounds like the brand also has plans to attempt to appeal to an audience outside of its current demographic. Apparently, Scion may even probe into the death metal scene to rummage up buyers.

The Japanese brand originally marketed heavily to the alternative and hip hop music base, but other brands have since caught on to the strategy. That helped to turn those genres more mainstream, so Scion is headed back out to the fringe.

In addition, buyers can expect to see two new models in Scion showrooms soon, including the $20,000-plus model based on the FR-S Coupe Concept and the iQ minicar. Somehow, we have a hard time picturing death metal junkies driving around in customized iQs, but what do we know?


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  • 48 Comments
      bonamana
      • 3 Years Ago
      kIA soul out sold twice of what whole scion brand did.......the image of scion is just ..you know?
      Omi
      • 3 Years Ago
      Death metal is too fringe. It's detested by many, scary to most, and the people who like it probably won't dig the commercialness. They'd be better off going for the trendy Electro style a lá Justice/Ed Banger Records, DFA Records, Kitsune.
        Commodore
        • 3 Years Ago
        @Omi
        I'd like to see some car makers using metal for their commercials. Maybe not death metal, but metal in general. There are already lots of commercials that use techno and hip hop (which I don't really dig, to be honest).
        Evan Hayden
        • 3 Years Ago
        @Omi
        I wouldn't mind seeing a variety of music types, depending on marketing plans and whatnot, so both would be good to me! That said, I wanted to point out that you have some good music taste! (big Ed Banger & DFA fan here)
      Panza
      • 3 Years Ago
      Ok Scion, here's what you do to appeal to Death Metal/ Black Metal heads \m/ Murder out that sucker.... Thats right, matte black EVERYTHING! Blacker than pitch, blacker than a burned out Norwegian church, blacker than my SOOUUULL!!! (ah hem. Sorry) If thats the line of marketing, it has to look bloody mean, at least an option to make it so. I currently drive an E92 335i coupe and am thinking about blacking it all out in matte. I really think that Scion has the right lines to look mean as fck.. Just needs the engine to back it up and it's on to a winner. Oh yeah and bring it to Australia.
      Dennis Baskov
      • 3 Years Ago
      lol Death Metal fans driving customized IQs and XDs...
      Jason
      • 3 Years Ago
      If they are going deathmetal or hardcore theme, they should say " I/We do it till it bleeds...."
      AC
      • 3 Years Ago
      I thought Scion was doing well with tC? ( until they made the new model freaking ugly) my friend said they were very firm on the price when he got his back in... 2007/2008?
      A_Guy
      • 3 Years Ago
      FWIW - I like Melodic Death Metal and Scions tend to attract my attention. Never enough to buy one though. Lately the offerings all seem "behind" the competition.
      TheStagg
      • 3 Years Ago
      i think they should focus on redesigning their lineup especially xB and the xD .. theyre driven and loved by old blokes instead . tC on the other hand is doing well selling to the youth crowd (in canada). id say bring back the old boxy styling from the prev gen xb.
      Aldrich
      • 3 Years Ago
      I can't wait for them to start marketing to the avant-garde music crowd. Can you imagine a Scion TC Marble Index edition?
      NightFlight
      • 3 Years Ago
      Who the hell listens to death metal anymore? I don't mean to generalize, but all of the people I see that blast this crap with the windows down are driving some early 90's POS American vehicle and they all look like they hate their parents and "mainstream" people as well. I don't know if this is the right target market for them, at all.
        LoneWolf
        • 3 Years Ago
        @NightFlight
        The best of all..."I don't mean to generalize, but.." and an absolute generalization follows.
      BobinCobb
      • 3 Years Ago
      Firstly, I have no clue what "death metal" might be other than it must be music for druggies and the "living in my parents basement crowd". Toyota would be smart to market this car to the 17 to 30 year old crowd and commuters. A good looking, economical coupe that parents could buy for the "off to college" set, or "just getting into my first job" people. It would also appeal to the older folks and commuters that want economy with, compact form, reliability and affordability. Lastly, are those really ankle level door handles? WTF?
        A_Guy
        • 3 Years Ago
        @BobinCobb
        Congratulations! You won the "Most Ignorant Comment on the Internet" daily award! You win one free link to wikipedia.com! I listen to melodic death metal and I started my career when I was 22 before I even finished college (yes I still finished) in a different city than my parents (who don't have a basement) with my fiancé, for which I've been together for 11 years with. I'm 28 now, have a job, own a company, and also do contract work. I bought and sold my first house for a profit when I was 25, I'm a weight-lifter and so is my friend...who listens to BLACK Metal (which is another sub-genre of heavy metal). Far cry from a mom's basement "druggy" <--- I think I last used that term when I was a 4th grader, lol. BTW: 17-30 yr olds are the PRIME audience for death metal, genius.
        Dario Sycco
        • 3 Years Ago
        @BobinCobb
        If you have no idea what death metal is than I recommend you shut up. You sound like you're an old man who Scion wouldn't target anyway, get behind a wheel of your Buick and crawl away.
        O
        • 3 Years Ago
        @BobinCobb
        You are totally right...there is no way possible for "them" to be anything other than druggies and basement dwellers.
        BobinCobb
        • 3 Years Ago
        @BobinCobb
        Why would Toyota market a car aimed at a demographic as small as "death metal fans"??? I think the writer must be waaaay off base. Death Metal fans must be as rare is surviving Wendle Wilke voters. And, nobody knows or has a clue as to why the door releases are at ankle level? Anyone? Anyone? Bueller? Maybe it's aimed at the dwarf market ? that certainly must be bigger than the Death Metal market.
      ramairjer
      • 3 Years Ago
      Mustang>This. In every way.
        Kiiks
        • 3 Years Ago
        @ramairjer
        Except that not everyone is into nouveau retro Detroit steel.
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