Photo: Scion
Scion is struggling with slow sales and this is happening mostly because the brand is not investing enough into keeping its models fresh and appealing. Let’s be honest, the Scion FR-S and the tC are probably the only ones that are still keeping the brand in dealerships. But this may change soon and Scion could become an entry level luxury brand.
Lexus seems to do a lot better now, completely restyling its models and also filling up the niches. But the company has sworn it won’t put out a car under the CT model, because the brand’s image would be affected, apparently.
But what if the entry level luxury ball could be passed to someone else for the good of the whole Toyota team? Guess Scion could do it, especially because it needs a core update.
Tag, you’re it!
The interesting news come from Toyota North America CEO Jim Lentz, who told Wards Auto that Scion needs to make a model to rival premium compacts like the iconic Mini Hatch or the Fiat 500, while also providing some model variations accordingly. And yes, this does include a small crossover.
As of October this year, Scion sold around 50,000 units this year and the magic number to reach is set at 100,000 cars, which should be achieved if new models roll in dealerships.
But it’s complicated...
At first, this sounds awesome, but simply putting some more bling on a Scion like the xD and send it after the Mini won’t cut it. You see, the Mini Hatch and Fiat 500 are popular because they are reincarnations of old iconic cars. Things that Scion lacks completely, being a brand that was born in 2002.
If you ask us, the best thing Scion could do is to follow the Lexus recipe, assume some risk and offer strange cars with dubious grilles, headlamps and intricately sculptured surfaces to at least make itself noticed for something daring. It seems to work for the bigger brother...
But what if the entry level luxury ball could be passed to someone else for the good of the whole Toyota team? Guess Scion could do it, especially because it needs a core update.
Tag, you’re it!
The interesting news come from Toyota North America CEO Jim Lentz, who told Wards Auto that Scion needs to make a model to rival premium compacts like the iconic Mini Hatch or the Fiat 500, while also providing some model variations accordingly. And yes, this does include a small crossover.
As of October this year, Scion sold around 50,000 units this year and the magic number to reach is set at 100,000 cars, which should be achieved if new models roll in dealerships.
But it’s complicated...
At first, this sounds awesome, but simply putting some more bling on a Scion like the xD and send it after the Mini won’t cut it. You see, the Mini Hatch and Fiat 500 are popular because they are reincarnations of old iconic cars. Things that Scion lacks completely, being a brand that was born in 2002.
If you ask us, the best thing Scion could do is to follow the Lexus recipe, assume some risk and offer strange cars with dubious grilles, headlamps and intricately sculptured surfaces to at least make itself noticed for something daring. It seems to work for the bigger brother...
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