TommyTwinCams
Track Warrior
I'm curious as to this website's member's unbiased opinions of a brand experiment in America. I personally love it, but I have no clue what people overseas think of it.
Around 2000, Toyota noticed a trend towards modifying small economy cars known collectively as tuners. Toyota wanted to market to these people and after a failed project known as project Genesis (which tried marketing the Toyota Echo, Celica, and MR2 Spyder to these people), learned they needed to create a new brand for these cars. Thus began project Exodus, soon renamed "Scion".
Scion launched itself as a brand in 2003 using viral and guerilla marketing with 2 cars, the Scion xA, and Scion xB. Both cars were based on the Toyota Yaris and powered by a 1.5L 1NZ-FE engine. The xA was a more conventional looking stylized hatchback. The xB was a boxy wagon. The xA and xB were basically a rebadged Japanese market Toyota Ist and bB respectively. The cars were heavily marketed for their ease of customizability and it resonated with buyers. An example of their commercials is below:
Scion xB "transformer"
In 2005, Scion launched what soon became their most popular model, the tC, a sport coupe based on the European market Toyota Avensis and powered by the same 2.4L 2AZ-FE as the Toyota Camry. The Scion tC was eventually remarketed in other countries as the Toyota Zelas and the car directly replaced the Toyota Celica both in America and in Japan.
Scion tC first ever commercial
Scion also made the cars easily accessible to the younger audience, and no haggle pricing, no dealer mark ups, cheap prices and monospec, meaning no trim levels. The only real factory option was whether to get a 5 speed manual or 4 speed automatic. Factory stereo systems were done by Pioneer. A plethora of aftermarket parts were available straight from the dealerships ranging from cosmetic touches like different gear shifters to catback performance exhaust systems, clutches, and supercharger kits. Very soon, Scion had the lowest average age for buyers anywhere in the auto industry with an average buyer age of 38.
As the video below shows, Scion as a brand resonated heavily with tuners.
United by Individuality
In 2008, Scion went through their first revising of their product range. The xA, which didn't sell as well as the xB was replaced by the xD, again a rebadged Toyota Ist, but now powered by a 2ZR-FE 1.8L engine borrowed from the Toyota Corolla. In the UK, this car was sold as the Toyota Urban Cruiser.
Scion xD "Explosion"
Also in 2008, the xB got a second generation. This time completely unrelated to the Toyota bB. The second gen xB was a rebadged Toyota Corolla Rumion, powered by the same 2.4L as the tC. This car was sold in the UK as the Daihatsu Materia.
Scion xB "Splicer"
In 2008, The tC was refreshed slightly with projector headlamps and altezza-style tail lamps...
Slight Tweaks
As the best selling car in Scion's line up, the tC got a second generation in 2011, again based heavily on the Toyota Avensis, but now powered by the Camry's 2.5L 2AR-FE. The 5 speed manual and 4 speed autmatic were now dropped for a 6 speed manual or 6 speed automatic.
Take On The Machine
For 2012, Scion added a new model to the line up, the Scion iQ, a rebadged Toyota iQ. US market iQ's have a 1.3L engine and are automatic only.
PARK!
For 2013, Scion got their first RWD car, the Scion FR-S, a rebadged Toyota GT86. This car needs no explanation as the hype does it best.
What Moves You?
As stated, Scion made a huge splash in the tuning community here.
Unlock the tC: Owner interviews
Blown_xA's story
Anyways, now that the brand's background is out of the way. what do the international car enthusiasts think of the Scion project? Would you like Toyota to do something similar overseas outside of North America?
Around 2000, Toyota noticed a trend towards modifying small economy cars known collectively as tuners. Toyota wanted to market to these people and after a failed project known as project Genesis (which tried marketing the Toyota Echo, Celica, and MR2 Spyder to these people), learned they needed to create a new brand for these cars. Thus began project Exodus, soon renamed "Scion".
Scion launched itself as a brand in 2003 using viral and guerilla marketing with 2 cars, the Scion xA, and Scion xB. Both cars were based on the Toyota Yaris and powered by a 1.5L 1NZ-FE engine. The xA was a more conventional looking stylized hatchback. The xB was a boxy wagon. The xA and xB were basically a rebadged Japanese market Toyota Ist and bB respectively. The cars were heavily marketed for their ease of customizability and it resonated with buyers. An example of their commercials is below:
Scion xB "transformer"
In 2005, Scion launched what soon became their most popular model, the tC, a sport coupe based on the European market Toyota Avensis and powered by the same 2.4L 2AZ-FE as the Toyota Camry. The Scion tC was eventually remarketed in other countries as the Toyota Zelas and the car directly replaced the Toyota Celica both in America and in Japan.
Scion tC first ever commercial
Scion also made the cars easily accessible to the younger audience, and no haggle pricing, no dealer mark ups, cheap prices and monospec, meaning no trim levels. The only real factory option was whether to get a 5 speed manual or 4 speed automatic. Factory stereo systems were done by Pioneer. A plethora of aftermarket parts were available straight from the dealerships ranging from cosmetic touches like different gear shifters to catback performance exhaust systems, clutches, and supercharger kits. Very soon, Scion had the lowest average age for buyers anywhere in the auto industry with an average buyer age of 38.
As the video below shows, Scion as a brand resonated heavily with tuners.
United by Individuality
In 2008, Scion went through their first revising of their product range. The xA, which didn't sell as well as the xB was replaced by the xD, again a rebadged Toyota Ist, but now powered by a 2ZR-FE 1.8L engine borrowed from the Toyota Corolla. In the UK, this car was sold as the Toyota Urban Cruiser.
Scion xD "Explosion"
Also in 2008, the xB got a second generation. This time completely unrelated to the Toyota bB. The second gen xB was a rebadged Toyota Corolla Rumion, powered by the same 2.4L as the tC. This car was sold in the UK as the Daihatsu Materia.
Scion xB "Splicer"
In 2008, The tC was refreshed slightly with projector headlamps and altezza-style tail lamps...
Slight Tweaks
As the best selling car in Scion's line up, the tC got a second generation in 2011, again based heavily on the Toyota Avensis, but now powered by the Camry's 2.5L 2AR-FE. The 5 speed manual and 4 speed autmatic were now dropped for a 6 speed manual or 6 speed automatic.
Take On The Machine
For 2012, Scion added a new model to the line up, the Scion iQ, a rebadged Toyota iQ. US market iQ's have a 1.3L engine and are automatic only.
PARK!
For 2013, Scion got their first RWD car, the Scion FR-S, a rebadged Toyota GT86. This car needs no explanation as the hype does it best.
What Moves You?
As stated, Scion made a huge splash in the tuning community here.
Unlock the tC: Owner interviews
Blown_xA's story
Anyways, now that the brand's background is out of the way. what do the international car enthusiasts think of the Scion project? Would you like Toyota to do something similar overseas outside of North America?
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