Scion Plots New Course for U.S.

By | April 18, 2014
After slow sales and a few failed marketing campaigns, Scion is trying to make a comeback in the U.S. It will start off by replacing three of its five cars over a two-year period starting in 2015, reports Automotive News. The brand will still keep its focus on compact and subcompact vehicles, but it may also expand to other segments. “Would we be interested in other body styles? The answer is always yes. We may mix things up a bit as we find a new direction for the brand," said Scion Vice President Doug Murtha. Scion said it is considering small hatchbacks and even cute-utes.
Sales are down 12 percent for the brand during the first quarter of the year. Numbers for the iQ minicar have been particularly dismal. And frankly, we haven't been too impressed with the rest of Scion's lineup, save the FR-S sports car. Models like the xB and xD haven't seen redesigns in seven long years. In order to spur sales, Scion will switch gears with its marketing strategy. A year ago, Scion considered moving upmarket by appealing to younger professionals, but now it is returning to its original strategy of trying to attract first-time buyers. Keeping prices low should help, but we hope Scion introduces a wider array of technology features to stay competitive with this market. Source: Automotive News