Scion Could Move Away from Gen-Y Buyers into Premium Territory

Scion FR-S 1 photo
Photo: Scion
The Scion brand was created by Toyota ten years ago with the aim of making cars for Generation Y buyers. Their first models were the Toyota ist-based xA and the xB, a boxy design shared with Daihatsu and Subaru cars as well, both priced at about $13,000.
Of course, the dream of going off to college in a brand new Scion is no longer the American way, as it's been replaced by Xbox, beer pong and substance abuse. So Scion is having to change the Gen-Y approach.

Autonews recently had a talk with Toyota's CEO North America Region, Jim Lentz, who suggested Scion cold move upmarket in order to rival established premium companies who are moving downmarket.

Lexus's brand image could be damaged if it makes anything cheaper than $30,000, so Scion could fill that very niche with an entry-luxury product of its own.

There's going to be a big need in the $25,000 range for a fun-to-drive, nice-looking, value-oriented product," Lentz said, and he suggested the FR-S could serve as a platform for this future entry-luxury car.

Another possible direction could be offering a good value car, rivaling Kia and Hyundai who have had their way with American buyers of late.
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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