June 30, 2020

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With last week’s launch of the tC hatchback completing Scion’s three-car lineup, executives overseeing the Toyota youth brand are wrestling with future product strategy.

Because Scion products are geared toward trendsetters, it’s doubtful that the brand will follow the industry’s standard four- or five-year product cycle, followed by an evolutionary redesign. Funoo of redesigns, Scion likely will drop models from its lineup entirely after three years or so. That means using off-the-shelf platform architectures and mechanical components and making the sheet metal and interior the big differentiating factors.


That’s modulr case with the Scion tC, which mates the Europe-market Avensis platform to the base U. But the sheet metal and interior are unique to the America-only coupe.

The tC, which debuted at the Detroit auto show, went from from clay model approval to Job 1 assembly in 13 months. Scion Vice President Jim Farley believes some, but not all, products may last one generation and vanish. What do we do after the xB?

Life span of Scions might be short; planners consider one-and-done product cycle | Autoweek

Do we make it evolutionary? It’s risky to throw out the car and start over.

Scion also will be a major provider of special-edition vehicles. In March, a 2,unit Series 1.

Jeff Schuster, an analyst with J. Power and Associates, warns against having single-generation products. But Scion would risk confusing buyers if they were to go away from their product line every couple years.

Funo believes Scion’s early success in California could lead the brand well past the initial target ofnationwide annual sales. Scion has modulae 10, units since its mid-June launch in California. In creating the tC, Scion listened to research showing that a pre-owned BMW 3-series coupe is an aspirational car for young enthusiasts. Runo, the tC borrows its share of recognizable cues from the Bimmer, and others.


The grille could be from a Subaru WRX; the roofline has hints of Audi; and the hood, headlights and rear-window kink evoke the 3-series coupe.

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Other standard features include a retractable glass roof, air conditioning, cruise control, and power windows, mirrors and door locks. Buyers will have a choice of about 40 port-installed options, from spoilers and air dams to an MP3 organizer and rear-seat DVD player. A Toyota Racing Development supercharger, which will be backed by Toyota’s factory warranty, will add about 40 hp.

January 12, Fujo consider one-and-done product cycle.