By Larry Carley

Scion (rhymes with nylon, pronounced SI-ON) is Toyota's new "Generation Y" product line. Toyota is targeting buyers who were born after 1980, the twenty-somethings who are just now graduating from college and entering the work force. Although these buyers currently account for only about 5% of new car and truck sales today, they number 65 million strong and will eventually be buying 25% of all new vehicles by 2010, and 40% of new vehicles by 2020. Consequently, Toyota wants to capture them now with new entry level vehicles that are affordable, unique and provide good value for the money.

The Scion brand launched a year ago in California and expanded to 497 Toyota/Lexus dealerships in 23 states by February of this year. In June of this year, Scion became available nationwide.

Of the first two models Scion introduced, the subcompact "xA" car ($12,995) and the boxy-looking "xB" ($14,195), the xB has proven to be a runaway hit due to its unique appearance and popularity with urban tuners.

One of things that makes these cars unique is that you don't walk into a Toyota dealer and buy a Scion off the showroom floor or the dealer's lot. Every vehicle is "mono-spec" and comes with the same basic features and standard equipment. This includes both A/C and a premium sound system. The only choices customers have are color, automatic or manual transmission, and whether they want to add custom accessories such as 18-inch alloy wheels, a sport muffler, lowering kit, performance shocks/struts, quick shifter, custom steering wheel, shift knob, etc. Custom accessories can be chosen online or at a kiosk in the dealer's showroom.

Once you decide on the color, transmission and accessories you want, the car is ordered and delivered in 5 to 7 days. The custom accessories are installed at one of Toyota's port facilities (where they store the cars until they are ordered), or by the dealer. Best of all, you don't have to arm wrestle a salesman to get the best price. Toyota's "Pure Price" solution means everybody pays the same no haggle price. It's essentially the same concept Saturn pioneered and has used successfully to attract buyers who are intimidated by traditional dealer sales techniques.

The Scion xB has turned out to be a hot model for aftermarket products, including wheels, suspension kits and other bolt-on accessories. It's not unusual for Scion xB owners to spend up to $5,000 or $6,000 customizing their vehicle after it leaves the dealership! Toyota says the average xB buyer spends $1,300 on dealer-installed accessories.

Toyota's latest entry in the Scion lineup is the all-new "tC" model ($16, 465). The 2005 tC was created from scratch in a record 13 months, which shows just how quickly new models can be created and brought to market these days. The tC is aimed at entry level buyers who would rather buy a BMW 300 series but lack the earning power to match their desires.

To cater to this type of customer, Toyota opted to go heavy on standard content in the tC and give buyers a lot of bang for their buck. The car comes standard with A/C, 17 inch alloy wheels, Z-rated P215/45Z R17 tires, premium 160 watt sound system with subwoofer and MP3 and XM capability, power locks and mirrors, a "panorama" double sunroof (front & rear), "business class" rear seats (which are surprisingly spacious), Camry's torquey 160 horsepower 2.4L 2AZ-FE aluminum engine with dual overhead cams, variable valve timing and electronic throttle, four wheel disc brakes with ABS, dual air bags plus driver's knee air bag and optional side air bag curtains. It also has a hatchback for added utility.

As for custom accessories, Toyota is offering a supercharger kit that boosts the engine's output to 240 horsepower. Other accessories available through Toyota include 18 and 19-inch alloy wheels, suspension lowering kits, anti-sway bar, performance shocks/struts, performance clutch, quick shifter, sport muffler, shift knob, shift point indicator, and cold air intake system.

DRIVING IMPRESSIONS

xA -- This is a very small car that is nimble, maneuverable and easy to park. It's an ideal urban car well suited for city driving. Head room is average for a car of this size, as is performance. The xA's suspension is bit harsh for older drivers, but considering the car's target market it's firm for a reason. My only complaint was the extremely short travel of the clutch pedal. It felt like there was about an inch of travel. But after driving it awhile I got used to it. The center-mounted speedometer also takes some getting used to, and the trip odometer reset button is a LONG REACH from the driver's seat.

xB-- This car gets a lot of stares no matter where you drive it. It has enough head room for a Marge Simpson beehive hairdo. The interior feels like a cross between a VW Beetle and a minivan and is quite spacious for such a small car. The xB is quiet, rides reasonably well even when fitted with oversized 18-inch alloy wheels, and handles great. This is a car that begs to be customized. It also needs more horsepower. I think it is severely underpowered considering the market it is aimed at. Toyota does not yet have a bolt-on supercharger kit for this car but I'm sure aftermarket performance goodies will be forthcoming. Older drivers will like the car's ease of entry, all-round utility and excellent fuel economy.

tC -- For a small car, it rides exceptionally well, is as quiet cars that cost thousands more, and accelerates smoothly and quickly. For the money, I think Toyota has another winner with the tC. Anybody over six feet, though, will find there isn't much headroom up front. The cruise control knob that sticks out under the steering wheel is also a knee knocker. The reclining back seats are comfortable and provide adequate headroom for normal-sized adults.

All three Scion models come with three complimentary oil changes from Toyota and a 36-month/36, 000 mile basic warranty, plus 60,000 mile powertrain and body corrosion warranties. All Scion dealer and port-installed accessories are also covered by the new vehicle warranty.

For more information, visit Toyota's official Scion website at www.scion.com
Update: Time Moves On......
From SEMA eNews, Vol. 9, No. 40 - October 4, 2006

SCION AXES POPULAR COMPACTS TO MAKE ROOM FOR NEW 2007 MODELS

Toyota Motor Corp. recently announced that it will discontinue the Scion xA and xB in December 2006. They will be replaced by two newer 2008 models in an attempt to keep the marquee fresh.

Mark Templin, vice president-Scion, said the xA and xB will always be very special models for us and have contributed greatly to Scion's success. One of the replacements will be called the xD, a name that was trademarked in March along with the names tD and tE. Toyota will not say what the xD will look like or what type of vehicle it will be, but Don Esmond of Toyota said that it will not be an SUV.

According to Ward's data, the Toyota NCV will be joining the Scion lineup. The NCV is a front- and all-wheel-drive sport wagon, but it is unclear whether this is in fact the new xD, or a different vehicle altogether.

Despite the changes Scion is going to make, the lineup will continue with only three models. The xA has lagged in sales behind the tC coupe, and actually competes against Toyota's Yaris 3-door hatchback in the U.S. subcompact segment. Jim Farley of Toyota told Wards that the automaker is considering bringing the Yaris 5-door model to the U.S. as a result of the successful sales of the 3-door version.

The Scion xB is the brand's second-best seller behind the tC, with 44,997 deliveries this year. The tC has sold more than 55,498 units year to date and according to Wards is scheduled to be redesigned in 2010. When Toyota launched its Scion brand, it said it would strive to keep the brands appeal fresh to young buyers, with short attention spans, by jettisoning a top-selling model or renaming it, if necessary.

Source: Christie Schweinsberg, Scion to Drop xA, xB; New Models on Way, WardsAuto.