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Scion’s xB and xD on Final Lap

April 30, 2012 by Tom Williams Leave a Comment

The winds of change are blowing at Scion, as a recent report from Wards Auto indicates the youth-focused brand is killing of the boxy xB and small four-door hatchback xD. Vice President Jack Hollis, the corporate face of Scion said there were no plans to replace either car. This is a shocking revelation for the xB, which until 2011 was Scion’s best selling car since coming to America in 2004. The first generation xB was a success for its huge funk factor that made it endearing to the finicky youth market Scion was chasing. In 2008 Scion introduced the second generation xB, which was larger, less boxy, more powerful and much heavier than the outgoing car.  In Scion’s attempt to mainstream the xB to a broader audience, they killed the cool factor and sales dropped like a rock.

The demise of the xD comes as less a surprise. Introduced as a 2008 model in the US, the xD offered more contemporary styling than Toyota’s Yaris, but few seemed to notice or care. It didn’t help that Scion barely promoted or marketed the car in any meaningful way, so it’s no wonder the average subcompact car buyer knew the car even existed. With sales stuck around 10,000 cars a year for the past two years, the xD likely won’t be missed.

So that leaves Scion in a very different position in terms of product from when they first launched in America, and just recently in Canada. We have the front-drive sport coupe tC, the pint-sized iQ, and Scion’s anticipated rear-wheel drive sport coupe, the FR-S. An ultra-tiny subcompact and two sport coupes sound like a pretty thin product portfolio, so Scion’s decision to kill off both cars with four doors at once seems to make less sense, as they have now eliminated every family seeking Toyota reliability in a more interesting wrapper, as well as any first time buyer wanting a car to road trip with his buddies.  It is especially sloppy product planning for Canada. You can’t enter a market trying to establish a brand identity and within two years kill off two of the three cars you introduced yourself as. There is a gaping hole being left in Scion’s product line, and Jack Hollis’ assertion of no direct replacement leaves me with serious doubts about the future or relevance of Scion.

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Scion marketing iQ with Babes, Donuts and Milk

April 4, 2012 by Gary Grant Leave a Comment

While its parent company often portrays a media presence as bland as a beige Corolla, Scion tends to lean more towards the fun side of life. For their latest campaign for the Scion iQ, they have taken the fun to a whole new level.

This newest campaign features bikini clad coeds, donuts(the edible kind), milk, the iQ and more donuts(the empty parking lot kind). Lest the feminist types get their panties in a knot, the spot has been replicated with some beefcake, bikers and of course the obligatory police.

We’ve got all 4 ads after the jump. Who would have thought an iQ could generate so much tire smoke? Oh yes, beware of toe (of the camel kind) in the first ad!
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Scion Annouces US Pricing for iQ

July 21, 2011 by Tom Williams Leave a Comment

Yes, the car pictured above is, in fact a real car. And would you believe it seats four people? The Garage was at the 2010 New York Auto Show were Scion debuted the iQ, which was expected to go on sale here early this year. Various delays, especially the devastating earthquake in Japan have postponed the iQ’s North American debut, but finally, things are getting back on track for what is the smallest four seater car available. Scion will be introducing the Scion in the US in stages-the West Coast in October, followed by the East Coast in early 2012, and finally the Midwest.

Scion calls the iQ a “premium micro-subcompact”, which is another way of saying it is a very tiny but well-equipped car, so look elsewhere if bargain-bin pricing is what you seek. The iQ starts at $15,265USD, not including delivery. Naturally, when a car of this size comes on the market, safety is one of the first questions that comes to mind. All iQs come standard with 11 airbags, including the first rear window airbag, electronic brake force distribution, ABS, brake assist, stability control and tire pressure monitor.

The iQ is powered by a 1.3L four rated at 94hp. The only transmission we receive is a CVT, while foreign markets get a manual. Boo, Scion! Since we expect a slew of bolt-on performance bits from TRD, the lack of a manual is all the more frustrating. EPA fuel economy is 37mpg-not bad, but given the diminutive size I expected more.

Scion is well known for not skimping on audio, and the iQ is no exception. A Pioneer AM/FM/CD/HD/USB stereo with 180 watts is standard, as is Bluetooth connectivity. An optional Pioneer Premium stereo nets 200 watts, sports a 5.8″ LCD touch screen, iTune tagging, and Pandora internet radio from your iPhone. GPS navigation is also available.

The iQ will be rolled out gradually, starting on the West Coast in October, the East Coast in early 2012, and finally the Midwest. Scion is seeking the young,hip, urban dweller with the iQ, so we’ll be interested to see who starts snapping up the car when it becomes available. The most obvious competition is the Smart ForTwo, and the iQ seems superior in nearly every respect. The Fiat 500, a (slightly) larger, more practical car is also in the iQ’s sights. The Scion has a huge advantage when you consider the Toyota dealer network. In any case, the iQ is an exciting addition to the growing micro-car segment, and The Garage looks forward to reviewing one as soon as it becomes available to us.

 

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Scion Debuts iQ

April 12, 2010 by Tom Williams 2 Comments

At this year’s New York Auto Show, Scion gets the award for best press conference. Scion went all-out, using their own separate hall for the event. In a dazzling display of bright lights and pulsating dance music, Scion gave its funky and tiny iQ its North American debut. Scion calls the iQ a ‘premium micro subcompact’, and Scion VP Jack Hollis got a hearty round of laughter when he called the iQ a ‘Smart-er and Mini-er’ alternative to the car’s obvious competition.

The iQ is the world’s smallest four passenger car. At 120.1″ long, it is an astounding 25″ shorter than a Mini Cooper. Power comes from a 1.3L four cylinder, expected to make at least 90hp, paired to a CVT. Scion claims gas mileage in the high 30’s. The iQ offers an impressive list of standard safety equipment-Vehicle Stability Control, ABS, Brake Assist, Electronic Brake Force Distribution, Traction Control and ten airbags, including the world’s first rear window curtain airbag. The Scion iQ goes on sale in early 2011.

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