2014 Scion iQEnlarge Photo
After years of stagnant products and plummeting sales, it appears that Toyota is about to throw a much-needed lifeline to its youth-oriented Scion brand.
Scion VP Doug Murtha told Ward’s Auto that the brand is primed to receive three new products in coming years, and we’ll be seeing the first make its debut later this year at the LA Auto Show.
This new model will hit Scion dealers next year, and while there is no indication as to what any of these new products will be, Murtha promises that they won’t simply be refreshes of anything currently in the lineup, nor will they represent any major shift in brand’s direction. This means that Scion will continue to focus on affordable and trendy compact and subcompact models, although Murtha did mention the possibility of eventually offering a new Scion priced above the $25,000 FR-S.
Whatever these all-new models turn out to be, they will almost certainly replace aging products like the seven-year-old xB and xD hatchbacks, which were left to anguish following factors both internal and external to Toyota including the global recessions, natural disasters and recalls. Furthermore, the tC is starting to get up there in age, despite a refresh for 2014.
The iQ, meanwhile, has been a sales disaster. Scion had hoped its iQ minicar could sell around 2,000 units per month, but it has sold closer to 13,000 units in the car’s first two years combined.
In a strange move, the Ward’s report also says that these new Scion products won’t initially offer the more efficient engines that Toyota will begin rolling out next year. Instead, it sounds like these engines will join the Scion brand in a few years.