Scion

The Upside of Scion: Where the Brand (Kind Of) Shined

Scion's strengths, at least in theory, were its unique and often quirky styling, affordable pricing, and no-haggle sales approach. Scions were designed to stand out from the crowd, with boxy shapes and unconventional design cues. They were also relatively inexpensive, making them accessible to younger buyers on a budget. The no-haggle pricing, similar to Saturn's, aimed to simplify the buying process and eliminate the stress of negotiation. Furthermore, Scions benefited from Toyota's reputation for reliability and generally held their value well.

The Downside of Scion: Why It Didn't Quite Connect with the Youth

Despite its efforts, Scion struggled to connect with its intended target audience. Many young buyers found the styling too unconventional or polarizing. The performance of most Scion models was generally underwhelming, failing to deliver the excitement that the youthful image promised. Furthermore, the no-haggle pricing model, while appealing in theory, sometimes meant that Scions were priced higher than comparable vehicles from other brands where negotiation was possible. Ironically, Scion's affordability, simplicity, and reliability ended up appealing more to older buyers than to the market it was targeting.

Scion's Model Lineup: A Collection of Quirky Boxes and Rebadged Toyotas

Scion's lineup was relatively small and focused primarily on compact cars. The xA and xD were subcompact hatchbacks, the xB, a boxy, toaster-shaped compact, became Scion's most iconic model. The tC, a compact coupe, offered a sportier look and slightly more performance. The FR-S, a rear-wheel-drive sports car co-developed with Subaru (and sold as the Subaru BRZ), was a departure from Scion's usual formula and a favorite among driving enthusiasts. The iQ was a tiny city car designed to compete with the Smart Fortwo. The iM was a compact hatchback based on the Toyota Auris. The iA, a subcompact sedan, was actually a rebadged Mazda2.

The Scion Dealership Experience: No-Haggle, No Hassle, No Dice (for the Youth Market)

Scion dealerships, often located within Toyota dealerships, attempted to create a more youthful and relaxed atmosphere. The no-haggle pricing policy aimed to simplify the buying process and eliminate the pressure of traditional negotiations. However, this approach didn't always resonate with younger buyers, and the dealerships often lacked the genuine "cool factor" that Scion was striving for.

The FR-S/Toyota 86: A Bright Spot (and a Shared Success)

The Scion FR-S, co-developed with Subaru and sold as the Subaru BRZ, was a notable exception to Scion's struggles. This lightweight, rear-wheel-drive sports car was praised for its handling, affordability, and fun-to-drive nature. It attracted a different demographic than the rest of the Scion lineup, appealing to driving enthusiasts of all ages. When Scion was discontinued, the FR-S was rebranded as the Toyota 86 (now GR86), a testament to its success and appeal.

Clutsh's Take on Scion

Scion was an interesting experiment that ultimately fell short of its goals. While the brand offered some unique and affordable vehicles, it failed to capture the hearts of the younger demographic it was targeting. Ironically, Scion's simplicity, reliability, and no-haggle pricing ended up appealing more to older buyers seeking a hassle-free car-buying experience. Today, Scion serves as a reminder that even the best-laid plans can go awry, and that understanding your target audience is crucial. If you're looking for a used Scion, you can find some good deals, particularly on models like the xB and tC. Just be aware that you're buying a car from a defunct brand, albeit one backed by Toyota's reputation for reliability.

Scion's Closest Competitors (When It Existed):

Scion's competitors included other small, affordable car brands like Kia (Soul), Nissan (Cube), Honda (Fit, Civic), Toyota (Corolla, Yaris), and Mini. The FR-S/86 competed with sports cars like the Mazda MX-5 Miata and Subaru BRZ.