Scion's Next Model Will Be a Toyota, Won't Be a Crossover
With two out of a planned three new Scion models revealed at the New York Auto Show, we sat down with brand boss Doug Murtha to discuss what’s coming next for Toyota’s youth-focused brand.
The latest rejuvenation for Scion, the current plan doesn’t stray from the brand’s origins.
Murtha, Scion group vice president, explains how partnerships with other automakers, as well as sharing within the larger Toyota lineup has long been a part of the product strategy. “It’s pretty much been the case since Scion’s launch,” he said, pointing to the xA, xB and even the recently axed iQ.
SEE ALSO: Scion iM First Look
He wouldn’t clarify just what’s coming next but did drop a significant hint, stating that the new model, “falls more into the iM model,” and, “is a product that will be sold in other markets that will be sold in the US as a Scion, as opposed to bringing it as a Toyota.”
Based on Toyota’s current global product list, the options aren’t plentiful with cars like the Etios, Aygo and Verso as possible candidates.
With the removal of the iQ from Scion’s lineup, the Aygo could replace it as a new city car option. In Europe it’s available with either a 1.3-liter or a 1.0-liter 3-cylinder engine making 68 hp. It also costs just 6,800 British Pounds (roughly $12,800).
“That has always been our sourcing model to look for products in other global markets that we might not bring in as a Toyota but that we might bring in under the Scion brand,” said Murtha, commenting that there’s more to Scion than just brand-engineered models. “We don’t want to become Geo, where were basically selling cars that are either wholly built by someone else or only through partnerships,” he said. “As long as they meet the basic requirements we have as a brand we’re fine with that as a source for new product.”
No Scion Crossovers
“I’m open to any and all body type categories,” said Murtha, “as long as it meets the basic requirements and interests of our target customer.” Right now, that doesn’t include small SUVs.
“I’m open to a crossover, but as I look at crossovers in the market there’s a lot I wouldn’t want because I think they’d they’d work better with a Toyota badge on their hood than a Scion badge. Like it or not, SUVs still come with a little bit of that family-esque stigma … and I don’t think that’s what the majority of our customers are looking to project about themselves.”
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Murtha also indicated that it won’t be a hybrid. While a car like the Prius c would seem to fit the bill, he says the data so far has shown buyers of the ultra-efficient city car actually tend to be older than those of the conventional Prius liftback, despite the lower price.
As for the rest of the Scion lineup, Murtha confirmed that the xB and tC will live on for a while longer with, “No immediate plans for their sunsetting or replacement.” As for the FR-S, Toyota is currently in talks with Subaru on a second-generation model with a refreshed version due out soon.
Discuss this story at our Scion iM forum
With AutoGuide from its launch, Colum previously acted as Editor-in-Chief of Modified Luxury & Exotics magazine where he became a certifiable car snob driving supercars like the Koenigsegg CCX and racing down the autobahn in anything over 500 hp. He has won numerous automotive journalism awards including the Best Video Journalism Award in 2014 and 2015 from the Automotive Journalists Association of Canada (AJAC). Colum founded Geared Content Studios, VerticalScope's in-house branded content division and works to find ways to integrate brands organically into content.
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I have lost any and all faith in this brand after reading this. Current owner of a 2012 tC and scion is sinking itself into catastrophic failure. They appear to be making the mistake gm did with Saturn and Pontiac. Re badging a car doesn't make it new, hip or exciting especially if the badge name your putting on it has no strong history or nastalgia. Scion needs to make cars that are fun to drive, affordable, and with a good standard amount of technology. These cars are all ugly Eco boxes making the only premium car Frs forced to share the badge name and ultimately taking any credit away from the company itself or the beauty of that car. Scion talks about being a youth brand, what do young people want? I'm 22 and what I want is some show with some go, a decent stereo, good fuel mileage as well as a bit of fun. My last car 2006 Chevy cobalt ss2.4 was very close to that, it lacked the quality I know scion has. It was fun fun fun, decently quick, very nice to look at and returned some respectable fuel economy numbers. If scion wants my business or the business of young people such as myself they would make the tC a proper celica, the would style the iM much closer to the concept and give it the 2.5 out of the tc(make it closer to what the tC is now). Take the iA and put the 1.8 in it give it some go and clean up a few of the rougher edges. There you go scion now you Will bring young men like me who work make good money in a trades who needs something to commute in, we will be having a blast driving and not breaking the bank( my tC is such a yawn the way the steering feeling is) while getting attention from the hipster college kids attention. You will sell some cars that's a fact. But fact is now my 2012 Scion tC is up for sale and will be replaced by either a civic si, Ford fiesta St, Mazda 3 gt manual, or a Chevy sonic. The youth have spoken!
The xB is the only scion model that is showing sales growth at the moment. I purchased a 2014 and like it very much. The IM is not large enough to be considered an xB replacement. They need a compact wagon in the lineup whether they call it an xB or something else.