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    Scion Misses Youth Market, Struggling In Sales


    William Maley

    Staff Writer - CheersandGears.com

    July 3, 2013

    Ten years ago, Toyota introduced a new brand that promised young buyers fun and funky vehicles. That brand was Scion. Today, Scion is in a bit of a struggle.

    Originally conceived as a brand for young buyers, Scion has struggled to keep them in the fold. According to

    The Detroit News, 15 percent of Scion customers are under age 35. Meanwhile, 14 percent of Scion customers

    “We’re still a good 15 years or more below the average industry age,” said Scion chief Doug Murtha.

    While that is true, that number has been shrinking. In 2008, more than 20 percent of Scion customers were under 35 and less than 8 percent were 65 or older.

    Sales aren't looking so good either for Scion. In 2006, the brand had its best sales with more than 173,000 vehicles. Last year, the brand only sold just 74,000 vehicles. Most of Scion's lineup is languishing on the lot except for the FR-S which has been the only model that has been performing well.

    “Their market share topped out in 2006. Since then, it’s kind of fizzled and it’s just been dragging along the bottom. They have a nasty habit of putting out cars that have a limited mass-market appeal,” said Jeremy Acevedo, an analyst with Edmunds.com.

    That has been a Scion hallmark since the introduction of the brand back in 2003. Offering vehicles vehicles that appeal to a small audience, not the mass-market. One that Murtha says the brand will solider on with.

    “We’re going to continue to throw stuff out there that we might not do under the Toyota badge and see if it sticks. We’re trying to provide a lineup of products that are not for everybody.”

    The only difference is that Scion will focus on being a niche player, not as a stepping stone into the Toyota lineup.

    Source: The Detroit News

    William Maley is a staff writer for Cheers & Gears. He can be reached at william.maley@cheersandgears.com or you can follow him on twitter at @realmudmonster.

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    Based on what I am reading, Scion seems to be an R&D explore and see what sticks and does it have mass market appeal then we move it to Toyota.

    Over all expect Scion to be an also ran brand of the future then based on it wanting to be a niche player. Sadly they do not have a Niche appeal even with their FR-S model.

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    Scion is going to lose another brand loyalist real soon if my friend gets the job he is up for. He'll be trading his tC in for a BR-Z.

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    If Google were to eventually team up w/ Scion to market self-driving cars (since they are already working w/ Toyota on them), then they would take off amongst the youf, I would think.

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    I wouldn't mind seeing Scion sell the European Toyota Auris or Avensis in the U.S., but I don't know how successful those cars would be.

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    toyoyo's problem isn't a scion problem, it's an industry problem. In other words, merely saying the car is 'fun to drive', or 'for the young' doesn't make it so.
    Beyond that; here's really nothing special about scion whatsoever. And that recent commercial is bat$h! crazy.

    It will take a true break-away to cause a lasting stir; a breakaway and a strong dedication to that breakaway product, but frankly the rules have constrained things so tightly, I don't know if that's possible.

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    Guest potluck

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    Well the tC and FR-S are both great handlers, but the FR-S is missing utility and the tC is missing personality.... but Toyota did make both fun to drive.

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    If Google were to eventually team up w/ Scion to market self-driving cars (since they are already working w/ Toyota on them), then they would take off amongst the youf, I would think.

    Your Dreaming, even if Google did get into bed with Scion, the youth are so past this dead brand. I give Toyota 5 years before they look to shut it down.

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    tC even though it is a coupe looks a bit econocar.

    I'll agree with you there. I've always thought the design of the current generation tC was a horrible step backward from the first model.

    The first Scion tC was fairly handsome and clean design, but it wasn't totally bland and it was also understated for a Toyota product at the time (and even now, for that matter). In fact, because of those aformentioned qualities, I could almost say it was almost somewhat Teutonic in execution. Other contemporary Toyota models should've been designed to be more like it. The current car, however, is a blocky and inharmonious mess of a thing, a disgusting throwback to everything wrong about automotive design in the 1980s. I don't see a shortage of the first-gen tC models on the roads in my area, but I can't tell you when I've last seen the current model roaming around.

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    FR-S is a nice start. How about a larger inexpensive RWD sports sedan?

    I wouldn't mind a previous-gen Lexus IS with less equipment, a Scion badge, revised suspension, and a manual transmission for under $30K.

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    FR-S is a nice start. How about a larger inexpensive RWD sports sedan?

    I wouldn't mind a previous-gen Lexus IS with less equipment, a Scion badge, revised suspension, and a manual transmission for under $30K.

    Never will happen based on their comments and the lack of Toyota to think outside a box for Design language.

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    FR-S is a nice start. How about a larger inexpensive RWD sports sedan?

    I wouldn't mind a previous-gen Lexus IS with less equipment, a Scion badge, revised suspension, and a manual transmission for under $30K.

    It seems any of the mainstream manufacturers Ford, Chevy, Toyota, etc. would benefit from such a sedan of the size of ATS, priced at around $25,000 and coming with 4 cylinder turbos up to 300 hp.

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    Kirkland Toyota Dealership just moved into their new place and where at the old one Scion had their own actual building, the new place, it is just a section within the dealership building. They have totally toned down the whole scion is a separate brand/platform. The Toyota dealership on highway 99 in edmonds also just converted their Scion stand alone floor into a large multilevel parking garage to store their inventory rather than have it off site. They have gone to a single sales floor with a section dedicated to Scion and the rest all about Toyota.

    I see this brand dying on the vine not surviving more than a few more years. Why else take away dedicated sales space in a separate building and going to a single building with a kiosk inside for the brand.

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      Volvo Cars of North America, LLC - Up 11.9% (7,723 Vehicles Sold This Month, 72,595 Vehicles Sold So Far This Year)
      Subaru of America, Inc. - Up 11.4% (51,308 Vehicles Sold This Month, 551,955 Vehicles Sold So Far This Year)
      General Motors Co. - Up 10.2% (252,644 Vehicles Sold This Month, 2,723,667 Vehicles Sold So Far This Year)
      Nissan North America - Up 7.5% (115,136 Vehicles Sold This Month, 1,411,680 Vehicles Sold So Far This Year)
      American Honda Motor Co. - Up 6.5% (122,924 Vehicles Sold This Month, 1,477,465 Vehicles Sold So Far This Year)
      Ford Motor Company - Up 5.1% (199,441 Vehicles Sold This Month, 2,361,426 Vehicles Sold So Far This Year)
      Toyota Motor Sales - Up 4.3% (197,645 Vehicles Sold This Month, 2,206,359 Vehicles Sold So Far This Year)
      Hyundai Motor America - Up 4.2% (62,507 Vehicles Sold This Month, 712,700 Vehicles Sold So Far This Year)
      Audi of America - Up 2.5% (17,118 Vehicles Sold This Month, 187,018 Vehicles Sold So Far This Year)
      Mitsubishi Motors North America - Up 1.8% (6,896 Vehicles Sold This Month, 88,884 Vehicles Sold So Far This Year)
      Mercedes-Benz USA - 0% (33,490 Vehicles Sold This Month, 343,695 Vehicles Sold So Far This Year)
      Mazda North American Operations - Down 3% (22,041 Vehicles Sold This Month, 269,019 Vehicles Sold So Far This Year)
      FCA US LLC - Down 14% (160,827 Vehicles Sold This Month, 2,051,796 Vehicles Sold So Far This Year)
      BMW Group U.S. - Down 15.8% (30,696 Vehicles Sold This Month, 327,711 Vehicles Sold So Far This Year)


      Jaguar Land Rover North America - 

      Brands:
      Acura - Down 5.1% (11,616 Vehicles Sold This Month, 144,212 Vehicles Sold So Far This Year)
      Alfa Romeo - Down 32% (23 Vehicles Sold This Month, 464 Vehicles Sold So Far This Year)
      Audi - Up 2.5% (17,118 Vehicles Sold This Month, 187,018 Vehicles Sold So Far This Year)
      BMW - Down 18.2% (26,189 Vehicles Sold This Month, 280,339 Vehicles Sold So Far This Year)
      Buick - Up 16.1% (18,530 Vehicles Sold This Month, 208,343 Vehicles Sold So Far This Year)
      Cadillac - Up 14.5% (15,326 Vehicles Sold This Month, 148,560 Vehicles Sold So Far This Year)
      Chevrolet - Up 8.1% (169,675 Vehicles Sold This Month, 1,883,551 Vehicles Sold So Far This Year)
      Chrysler - Down 47% (14,518 Vehicles Sold This Month, 215,196 Vehicles Sold So Far This Year)
      Dodge - Down 21% (34,075 Vehicles Sold This Month, 470,529 Vehicles Sold So Far This Year)
      Fiat - Down 15% (2,415 Vehicles Sold This Month, 30,136 Vehicles Sold So Far This Year)
      Ford - Up 4.5% (187,012 Vehicles Sold This Month, 2,262,493 Vehicles Sold So Far This Year)
      Genesis - N/A (1,306 Vehicles Sold This Month, 5,215 Vehicles Sold So Far This Year)
      GMC - Up 14.1% (49,113 Vehicles Sold This Month, 483,213 Vehicles Sold So Far This Year)
      Honda - Up 7.9% (111,308 Vehicles Sold This Month, 1,333,253 Vehicles Sold So Far This Year)
      Hyundai - Up 2% (61,201 Vehicles Sold This Month, 707,485 Vehicles Sold So Far This Year)
      Infiniti - Up 3.6% (12,112 Vehicles Sold This Month, 120,095 Vehicles Sold So Far This Year)
      Jaguar - 
      Jeep - Down 12% (67,285 Vehicles Sold This Month, 843,217 Vehicles Sold So Far This Year)
      Kia - Up 15.3% (52,504 Vehicles Sold This Month, 593,245 Vehicles Sold So Far This Year)
      Land Rover - 
      Lexus - Down 1% (29,050 Vehicles Sold This Month, 290,046 Vehicles Sold So Far This Year)
      Lincoln - Up 19.1% (9,429 Vehicles Sold This Month, 98,933 Vehicles Sold So Far This Year)
      Maserati - Up 27.3% (1,380 Vehicles Sold This Month, 10.838 Vehicles Sold So Far This Year)
      Mazda - Down 3% (22,041 Vehicles Sold This Month, 269,019 Vehicles Sold So Far This Year)
      Mercedes-Benz - Up 1.1% (30,363 Vehicles Sold This Month, 308,226 Vehicles Sold So Far This Year)
      Mercedes-Benz Vans - Down 7.4% (2,564 Vehicles Sold This Month, 30,444 Vehicles Sold So Far This Year)
      MINI - Up 1.4% (4,507 Vehicles Sold This Month, 47,372 Vehicles Sold So Far This Year)
      Mitsubishi - Up 1.8% (6,896 Vehicles Sold This Month, 88,884 Vehicles Sold So Far This Year)
      Nissan - Up 8% (103,024 Vehicles Sold This Month, 1,291,585 Vehicles Sold So Far This Year)
      Porsche - Up 23.9% (5,513 Vehicles Sold This Month, 50,265 Vehicles Sold So Far This Year)
      Ram Trucks - Up 12% (42,511 Vehicles Sold This Month, 492,254 Vehicles Sold So Far This Year)
      smart - Down 15% (563 Vehicles Sold This Month, 5,025 Vehicles Sold So Far This Year)
      Subaru - Up 11.4% (51,308 Vehicles Sold This Month, 551,955 Vehicles Sold So Far This Year)
      Toyota - Up 5.3% (168,595 Vehicles Sold This Month, 1,916,313 Vehicles Sold So Far This Year)
      Volkswagen - Up 24.24% (29,672 Vehicles Sold This Month, 285,719 Vehicles Sold So Far This Year)
      Volvo - Up 11.9% (7,723 Vehicles Sold This Month, 72,595 Vehicles Sold So Far This Year)
    • By William Maley
      Volkswagen of America Reports November 2016 Sales Results
      Dec 1, 2016
      November sales totaled 29,672 units, an increase of 24.2 percent over November 2015 Tiguan sales totaled 4,516 units, an increase of 15.6 percent over November 2015 Passat sales totaled 6,441 units, an increase of 133.5 percent over November 2015 Golf SportWagen sales (which includes the  all-new Alltrack) totaled 2,174 units, an increase of 246 percent over November 2015 Herndon, VA — (December 1, 2016) Volkswagen of America, Inc. (VWoA) today reported sales of 29,672 units delivered in November 2016. Sales of the Golf SportWagen, which include the all-new Alltrack, increased by more than 200% over November 2015.
      November 2016 Sales
        November 16
      November 15
      Yr/Yr% change
      November  16
      YTD
      November  15
      YTD
      Yr/Yr%
      change
      Golf
                  1,340
                      774
      73.1%
                11,894
                18,066
      -34.2%
      GTI
                  2,216
                   1,963
      12.9%
                21,157
                21,300
      -0.7%
      Golf R
                     449
                      273
      64.5%
                  3,947
                  3,492
      13.0%
      e-Golf
                     305
                      472
      -35.4%
                  3,494
                  3,623
      -3.6%
      Golf SportWagen
                  2,174
                      628
      246.2%
                12,227
                13,112
      -6.7%
      Total Golf Family
                  6,484
                      4,110
      57.8%
                52,719
                59,593
      -11.5%
      Jetta Sedan
                10,212
                 11,021
      -7.3%
              108,023
              114,365
      -5.5%
      Jetta SportWagen       
      (now Golf SportWagen)
                        -  
                          1
      n/a
                         5
                  2,671
      -99.8%
      Total Jetta
                   10,212
      11,022
      -7.3%
      108,028
                117,036
      -7.7%
      Beetle Coupe
                     915
                      571
      60.2%
                  8,738
                12,067
      -27.6%
      Beetle Convertible
                     488
                      440
      10.9%
                  5,333
                  9,289
      -42.6%
      Total Beetle
                     1,403
                      1,011
      38.8%
      14,071
                  21,356
      -34.1%
      Eos*
                        -  
                      201
      n/a
                     387
                  2,751
      -85.9%
      Passat
                  6,441
                   2,759
      133.5%
                65,761
                74,611
      -11.9%
      CC
                     268
                      475
      -43.6%
                  2,863
                  5,643
      -49.3%
      Tiguan
                  4,516
                   3,907
      15.6%
                38,063
                30,943
      23.0%
      Touareg
                     348
                      397
      -12.3%
                  3,827
                  6,551
      -41.6%
      TOTAL
                     29,672
                      23,882
      24.24%
                  285,719
                  318,484
      -10.29%
      *Eos production ended in July 2015
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