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Scion: A Brave New Brand
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| A look at Toyota's new world |
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| Updated |
Mar 17, 2005 19:41:50 |
| Rating |
 20 ( -6 -30% ) | | Author | Tara Baukus Mello |
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Description:
Life moves pretty fast. Change is the only constant, and just keeping up with yourself can be a full-time job. Scion is here to help change all of that. We know that keeping it real is a lifestyle. Being able to look good doing it just makes it more fun.
We realize that it takes a lot to stay fresh. By making car ownership a breeze, you'll have more time (and money) to devote to the rest of your busy life.
Imagine the ride that looks as good as you do. Now imagine landing that car without all of the static that can often come with buying one. That's what you'll get from Scion. Welcome to the brave new world…
It's the brave new world of launching a car brand and the words above, quoted from the website of Toyota's new brand, Scion (pronounced "sigh-on"), provide a glimmer to the direction the company is headed. Set to launch in June 2003, Scion will offer two vehicles to start, both priced "well-under" $18,000 according to Scion execs, aimed at the proverbial "next generation" of new car buyers---ranging from newly-licensed drivers to those in their late twenties.
Bringing a new automobile brand to market is risky business for any automaker, but if anyone is well equipped to handle it, it is Toyota. Of the large automakers, Toyota is the only one that has been minimally affected by the downturn in the economy and has a product line that remains popular with buyers even without incentives and rebates. Scion evolved out of Toyota's Genesis marketing group, whose role for the last several years was to listen to and connect with those in their late teens who were just learning to drive and those just entering the automotive market. As a result, the group has spent time at rave parties and import tuner events as well as studying fashion, music and other cultural trends that appeal to this generation.
The group's efforts mean that Scion will be presented in a very different way than the average automobile brand---much like the way Saturn stood out at its launch in the '80s. While Toyota dealers will offer the Scion brand in their showrooms (in a separate area), specific staff will be dedicated to the Scion brand. Scion sales people will not focus on hard-sell tactics, but instead be one of the many resources to shoppers. Visitors will find that the Scion showroom offers other options for information gathering, including interactive kiosks. For those who prefer to do business via the Internet, buyers will be able to configure their vehicles online, including accessories; send an order to the dealer of their choice and visit the dealer simply to complete the paperwork and take delivery.
Recognizing that most buyers in this age group like to customize their vehicles, Scion won't use the various trim levels that are typical in the automotive industry. Instead, vehicles will be offered in one level only, equipped with items such as air conditioning, power windows, locks and mirrors as well as a Pioneer audio system as standard equipment. Buyers will start with a clean slate, choosing their color and transmission and then mixing and matching from a variety of accessories, offered by both Scion and its aftermarket partners, to give their vehicle a distinct personality.
Scion intends to remain somewhat of a niche brand, with production for all three initial vehicles set at about 100,000 units annually---far less than Toyota sells of even one of its more popular vehicles. Because of limited production at start-up, Scion will be introduced in June 2003 in California first, rolling out to dealers in the Gulf States, Southeast, Central Atlantic and Northeast in that order. Scions will be available nationwide by June 2004, coinciding with the introduction of the third vehicle.
Sold at Toyota dealers in major metropolitan areas, Scion will have a separate area of the showroom and its own sales staff. Two vehicles will be offered at the launch, which will begin in California and roll out to the Gulf States, Southeast, Central Atlantic and Northeast with nationwide availability by June 2004, coinciding with the introduction of the third vehicle.
Vehicle Characteristics
Despite the fact that Scions will be priced in the entry-level segment, they will not be bare bones vehicles. "There's no point in creating a stripped down vehicle," explained Brian Bolain, national manager for Scion. Instead, Scions will be offered in just one trim level with features such as air conditioning, power windows, door locks and mirrors, sport seats, ground effects kits and a Pioneer sound system with CD and six speakers.
Buyers will then choose their accessories from Scion as well as aftermarket companies to customize their vehicles either straight from the dealer or, install themselves if they prefer. Over 40 items will be available for the two initial vehicles with items such as drilled floor pedals and accessories to theme a vehicle in a specific color, such as an interchangeable heel pad on the black floor mat in a variety of colors. Scion is making an effort to have performance accessories, such as turbochargers, available for its products from aftermarket companies when the first vehicles arrive at dealers.
Vehicle 1---The bbX
Scion will offer two vehicles when it is introduced in June 2003 and one of them will be very similar to this concept, called the bbX. Based on a vehicle called the Black Box that is popular with the young crowd in Japan, the American production vehicle will be about four inches longer and will feature a 108 horsepower, 1.5-liter four-cylinder engine with either a standard or automatic transmission. While it can look deceiving in photos, the bbX is actually a subcompact vehicle. The concept, which will remain similar in size when it goes into production, has a 98.4-inch wheelbase and is 157-inches long, 63-inches tall and 68-inches wide. Some have compared it to the box-like Honda Element and, although the two vehicles are essentially aimed at the same audience according to Bolain, the Element is much larger and more SUV-like than the bbX, as well as priced higher.
While the concept, shown here, rides on 17-inch wheels, 15-inch wheels will be standard on the production version, as will anti-lock brakes. Clear lens headlamps and a chrome-look grille will accent the front, while a standard ground effects kit will dress up the entire vehicle.
Inside, the production version of the bbX will feature sport seats with bucket seats up front and a bench seat with a 60/40 split in the rear. The tall, wide design features large door openings and means easy entry and exit for all passengers. Privacy glass will be standard.
Vehicle 2
Scion is keeping relatively quiet about the second vehicle it will introduce as a 2004 model when the brand launches in mid-2003. Bolain tells us that this vehicle will be based on a vehicle already in production in Japan, but won't provide any clues as to the configuration. Some speculations include a version of the WiLL or the ist (pronounced "east"), both currently on the Japanese market. While we don't know what this vehicle will look like or what type of engine it will have, we do know that it will seat four or five passengers and will be priced well under $18,000.
As with the bbX, Scion's second vehicle will be offered in one trim level, so buyers will simply choose the color and transmission and add on the accessories they prefer to their order. Interior features will for sure include air conditioning, power windows, door locks and mirrors, sport seats and a Pioneer audio system with CD and six speakers. The production version of Scion's second vehicle is slated to be unveiled at the Los Angeles International Auto Show in January 2003.
Vehicle 3---the ccX
Scheduled for release in June 2004 as a 2005 model, the third Scion will have the styling cues of the ccX concept unveiled at the 2002 New York Auto Show. This vehicle will be Scion's first vehicle designed from scratch for the brand. Although it is likely to be a coupe configuration, it is highly probable that it will carry at least four passengers, as with the ccX concept, and be suited to carrying cargo. Bolain tells us that this vehicle will also be the most performance-oriented of the three, leading us to conclude that vehicle number three might be the first Scion to be a strong competitor in the import tuner market, which is immensely popular with this group. Although no details have been released about the production vehicle yet, we can gather some clues from the ccX concept, which is a front-wheel drive coupe with a 2.4-liter, dual overhead cam, four-cylinder engine with a four-speed automatic transmission. Expected to be priced around $18,000, the third Scion will also have a wide variety of accessories available for buyers to personalize it.
© 2002, Tara Baukus Mello, All Rights Reserved. |
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