Scion's next idea takes the term 'stripper' - in automotive speak stripper refers to a base car with no options - to new lengths. Rather than just delete the audio option, a feature that many youths immediately replace with higher quality aftermarket gear, Scion is thinking of offering new cars without paint. What? It's true. New cars would be primed and ready for custom paint jobs, which would reduce the cost of painting for those who would just be sanding off the original coat soon after taking delivery. While it would be cheaper to produce, Farley stated primed Scions would cost the customer more than painted versions.
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| With the Scion brand, Toyota has been able to entice an audience that has traditionally been more interested in Honda vehicles. (Photo: Toyota) |
With California's success fresh in mind Scion is already preparing for its third model, a performance car expected sometime in 2004 as a 2005 model. Targeting Honda Civic buyers Scion hopes to reach an audience it has yet to fully entice under the Toyota brand - with some exception to the Celica.
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| Unfortunately, as Canadians, we're missing out on a funky, fun and affordable brand. (Photo: Toyota) |
When all three models become available across the U.S., Scion projects sales to exceed 100,000 units annually. While a tall order in an economic downturn, the brand's initial success shows that they're on the right track.
In the end, as Canadians, we're missing out on another new brand. Hopefully after proving the business model succeeds as well in the 'fly-over-states' as it does in California, Toyota Canada will consider bringing Scion north of the 49th. Until then we can enjoy the Toyota Echo Hatchback, an even lower priced economy car that the U.S. doesn't get.