Toyota Canada to Discontinue Importing Celica Sports Coupe by the End of 2005 Model Year

At first glance, Toyota's U.S. division seems to be in a stronger position than Toyota Canada when it comes to attracting

Sadly, sports cars don't seem to fit into Toyota's finely tuned socially conscious image. (Photo: Toyota Canada)

the youth buyer, solely from its new Scion division. When it comes to the young, there's a justifiable argument that Toyota has become a victim of its own success. Scion was born out of the belief that today's youth doesn't want to buy a new car from the brand that built the Camry which sat in their parents driveway for the last two decades. The same fate befell some domestic brands, such as Buick, Mercury, Oldsmobile and Chrysler, until recently, which has transformed itself into an exciting and dynamic brand within the last year or so.

But a bold powerful image doesn't suit Toyota, which owes much of its success to attracting conservative buyers looking for well-built, dependable transportation that is also less harmful to the environment. Sports cars don't fit such a socially conscious image, and even having one in Toyota's portfolio could potentially offend its

The sporty U.S.-only MR2 roadster is in the exact same situation as the Celica, and will also disappear from showrooms across America. (Photo: Alexandra Straub, Canadian Auto Press)

core buyers. Therefore, despite its relatively clean, efficient engineering, it still makes sense for the racy Celica to be dropped.

Toyota could, however, choose to offer a hybrid-powered icon similar to the Volta supercar concept that debuted recently in Geneva. With the upcoming Lexus RX 400h the automaker is already teasing enthusiasts with specifications that show its technologically advanced hybrid-electric drivetrain is not only ideal for reducing fuel consumption and emissions over conventional gasoline-only powered vehicles, but that it can also deliver the performance of a V8 with the fuel efficiency of a 4-cylinder.