After 10 years on the market, Scion is at a crossroads as to whether it should built more expensive cars for an emerging market segment.
After 10 years on the market, the Scion brand has been a mixed bag of results for parent company Toyota. Aside from the recently launched FR-S, there hasn’t been a single Scion model that you could call a genuine success. The tC was just refreshed, but it’s still unexciting, and others like the xB, xD and iQ are often the butt of jokes. So what’s Scion to do? According to Jim Lentz, Toyota’s North American CEO and served as VP of Scion when it first launched, one of the options being considered is to move Scion upmarket.
The move would be made in order to challenge some luxury brands that are now moving downmarket to attract new buyers. One example of the latter is Mercedes-Benz with its new CLA-Class. Lentz stated that "There’s going to be a big need in the $25,000 range for fun-to-drive, nice-looking, value-oriented product." The new CLA will start just below $30k and so far Lexus hasn't responded with a model at that price point, thereby opening a possible new market for Scion. Another direction for Scion could be to target Hyundai and Kia, but Lentz confirmed that Scion is "torn at what direction to go" at the moment.