But, there may be one hint to the Canadian question in the Scion's hood ornament design. The oval shaped emblem, with its shark-tooth like "S," is the same shape and size as the Toyota emblem. So, if Toyota wants to introduce Scion models in Canada without setting it up as a separate brand, with the added dealer complications and marketing costs, they can just swap hood ornaments.
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| Although the Scion brand might not come to Canada, all Toyota would have to do is swap emblems. (Photo: Toyota) |
Next, the projected Scion buyer is supposed to be college-educated with an above average income for their age, yet they may need a little help with their financing (such as a co-signer) because they have a "B" or "C" credit rating. And, some Toyota dealers have put their Scion displays in their used car lots.
"We're not dealing with sub-prime customers," Farley said, when asked. "And, with a cosigner, that brings their credit ratings back up into an 'A" average."
Still, we'll have to see how Scion performs as is rolled out across the country. Toyota normally researches its market thoroughly, so it will be interesting to see if its initial success in California will continue elsewhere.
Scion's trouble may lie in its "trendiness." Can Toyota change the design fast enough to meet quickly changing fashion tastes? Particularly, I'm thinking of the boxy exterior on the xB, but the xA's "me too" looking exterior also leaves a fair bit to be desired.