Scion Considers Adding a Pickup to Its Line-up

January 19, 2010
Scion, Toyota's youth brand, seems to have lost some of its mojo of late with sales dropping 49.1% during 2009. The folks at Scion are reportedly looking to kick it up a notch, however, with the possible addition of a pickup truck to the brand's line-up of compact vehicles.

During the North American International Auto Show (NAIAS, aka Detroit Auto Show) Scion General Manager Jack Hollis recently told Ward's Auto that trucks are "not off the table" for the Scion brand. Hollis tooted Toyota's horn about having essentially owned the compact pickup segment with the Toyota Tacoma, which has grown over the years in both size and feature content.

Hollis hinted at the possibility of a true compact pickup for Scion, likely slotting well below the Tacoma in size. He suggested that a truck designed as more of a recreational vehicle than a true beast of burden might appeal to Scion's target youth market and non-traditional vehicle buyers.  

A tricky part of designing such a vehicle will be creating a new pickup product that appeals to Scion's buyers without significantly poaching existing Tacoma buyers. The Toyota Tacoma reportedly sold 111,824 units during 2009, about double the 55,600 Ford Rangers sold in the same year. Tacoma buyers are predominantly young males, overlapping a fair degree with Scion's target market. Hence, a Scion pickup would need to be non-traditional enough in concept and execution to attract new buyers to the Scion fold, but not at the expense of the Tacoma.

This might not be as tough a chore as it sounds if Scion follows the pickup formula laid out in the pickup-like concept based on the Scion xB that the brand displayed at the 2009 SEMA show in Las Vegas. Mr. Hollis stopped short of confirming production intentions, indicating that Scion had no concrete plans to introduce such a product.

Stay tuned as we at keep you posted on Scion's exploration into the realm of compact pickup trucks.

[Source: Ward's Auto]

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