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April 2, 2008
Is Scion Having an Identity Crisis?
By Rob Einaudi
Editor-in-Chief
Last month Automotive News published an article titled "Toyota’s perky youth brand is adding dealers but losing sales as 2nd-generation models struggle" (we can’t link to the article, cause Automotive News doesn’t let non-subscribers read their stuff, but someone at VWVortex cut and pasted he full text into the forum.) Then this past weekend the New York Times ran an article called "Cars So Hip That It Hurts." The writer, Ezra Dyer, seemed to feel that the evolution of the xB reflects the change to the brand as a whole:
The old xB was like a newly arrived Japanese exchange student who dresses like Max Headroom and pulls live sea urchins out of his lunch bag, blissfully nave about his lack of assimilation. The new xB is like the same kid six months later, still unquestionably the product of a different culture, but now self-conscious of that fact and beginning to temper his perceived eccentricities with trips to the Hollister store and the occasional McRib sandwich for lunch. He’s tailoring his persona, but to what end? Is it better to have a smaller group of fiercely loyal friends, or a wide swath of indifferent acquaintances? Is it worse to be polemic or forgettable? That’s what Scion has to figure out.
So is this much ado about nothing, or is there a real issue here? Is Scion having an identity crisis and losing sales as a result?
Comments
GTwildfire
Apr 4, 2008 at 6:59 am
There once was a brand called scion
Whose profits toyota could rely on
They dreamed up some crap
after all sales went flat
and now wonder just who would buy one
Tyler Man
Apr 4, 2008 at 1:18 am
if there was an entry-level rear-drive car from every import, there would no longer be a need for GM, Ford or Chrysler. this is probably why there will not be a new Sylvia or a comparably priced and performance-index-comparable Toyota or Honda. Sure front-drive is safe, but since when in the fuck has safe ever been fun?
7urtle
Apr 3, 2008 at 7:19 am
i agrre with u alll
Adam
Apr 3, 2008 at 2:10 am
In my opinion it is too early for the second gen Scions to be judged in the sales market. The two models will more than likely pick up speed as new and interesting modification products are released into the market. The idea of customization and personalization is what sent the first gen Scions to the top. Scion needs to focus their efforts on encouraging the aftermarket. Hopefully we can trust that Toyota and Scion know what they are doing. I am excited to see where Scion will go beyond Toyota’s short term plan of a affordable car, brand loyalty and Lexus sales boosted in 5 years.
I agree the the Hako is ugly and wierd, but it will NOT replace the tC. The tC replacement will pull most of its design from the fuse, but will remain a two door sports coupe. I think we can place the Hako in the same pot as some of the crazy concepts from the China Auto Show. These concepts are just that; concepts. It allows designers and engineers to showcase what they are capable of. The idea with many concepts is to display new ideas and technology in the wildest package imaginable… hence the Hako.
Chris Allen
Apr 3, 2008 at 1:16 am
Scion’s lost it.
They need to understand what’s important…that Hako concept is awful and I hope it’s never put in production, especially not as the tC replacement.
My note to Scion:
Leave the tC be…but make it rear drive.
done.
Phil
Apr 2, 2008 at 10:55 pm
I used to like all the scions.At this point the only nice scion left is the tc.The haven’t ugly-fied it yet.All the others are disgusting.
Highspeedhijinks
Apr 2, 2008 at 8:15 pm
I agree the old XB was “dare to be different” where the new one says its “Safer to Conform”.
Maffew
Apr 2, 2008 at 8:12 pm
^ and dont get me started on the HAKO….
Maffew
Apr 2, 2008 at 8:11 pm
QUOTE: Is Scion having an identity crisis and losing sales as a result?
ANSWER: hell yea. Im a first gen Xb owner (25 y/o male, married). All I can say about all of the current Scion models can be summed up in one word: wretched. If something happens to my box, and I cant buy another first gen Xb (hypothetically speaking, I woud rather buy a used Xa than anything off the new scion lot. Shits fugly, and not in a good way.