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Scion pondering move upmarket?

Scion is simultaneously celebrating its ten-year anniversary with the 10 Series models and trying to figure out what to do with itself over the next ten years. Once a go-to consideration for young, first-time buyers who wanted something cool and different, in 2013 it has a model everyone is still talking about in the FR-S, a model few are still talking about in the iQ, and three models in between in the tC, xB and xD that make everyone wonder, "What happened?"
Automotive News spoke to Toyota's North American CEO, Jim Lentz - he was the VP in charge of Scion when it launched - about the options, and Lentz said one of them could be a move upmarket to challenge the established luxury brands that are moving downmarket. "There's going to be a big need in the $25,000 range for a fun-to-drive, nice-looking, value-oriented product," he said, and the FR-S, which starts at $25,255, could provide the platform for Scion to climb up a notch or two in price and perception. An idea like this could conceivably work in tandem with a proposal to move entry-level Scion products over to the Toyota brand - but remember, this is all just ideas on a whiteboard at the moment.
As opposed to an "entry-luxury fighter," the brand could swing back to the other option that was considered when it was formed, directly challenging the Korean makes that have usurped its cachet with first-time buyers. Lentz said Scion could go either way, and the tone of the piece seems to indicate that the final direction is still a ways away from being resolved.

The last new Scion is this tC Release Series 10.0

"We're not dead yet!" That's the message Scion will send next week at the New York Auto Show when it takes the stage with its very last brand-new car, the tC Release Series 10.0. For its final act, the tC gets an aero kit by JDM designer Ken Miura, consisting of a front lip spoiler, new rocker panels, a lower rear spoiler, and a little wing on the deck. Blacked-out Scion badges and gloss black alloy wheels contrast against this tC's unique Barcelona Red paint. It's not all for show, either. The Release Series 10.0 includes TRD lowering springs and TRD-tuned dual exhaust. Inside, black and red pours onto the new seat inserts, and there's similarly-toned contrast stitching on the shift boot, parking brake cover, and steering wheel. Only 1,200 examples will be built, available with a six-speed manual or automatic transmission. The manual car will go for $23,985, and with the six-speed auto, add $1,150. It's all very fitting – Scion was introduced to the US at the New York show in 2002, and over the past 14 years, the tC was the brand's most popular car (and one of its longest-running). To commemorate the occasion, Scion will also show some of its most popular showcars, including the original 2002 BBx concept, 2009 iQ concept, and 2011 FR-S concept – the "Friggin' Really Sweet" car, if you recall. Scroll down for the official "Scion-ara" (yep) announcement. Related Video: Scion-ara Celebration at New York International Auto Show Includes JDM-inspired tC Coupe and Classic Concepts TORRANCE, Calif. (March 16, 2016) – Scion is not going away quietly. With a final Kei Miura-inspired tC Release Series 10.0, a display of some of its most impressive project cars, and cool swag, the Scion by Toyota booth is sure to be a flurry of activity at the New York International Auto Show, March 25 – April 3, 2016. It's only fitting that Scion closes its auto show history at New York since that's where it all began. Fourteen years ago Scion debuted its first concept vehicles and announced the new youth division for Toyota that would be a laboratory for experimentation and introduce new products and processes. That commitment to innovation carries through to the debut of Scion's final Release Series vehicle for the tC sports coupe, Scion's most popular car.

SEMA crowns Mustang, FR-S as this year's hottest cars in the building

After wrapping up the first day of the 2012 SEMA Show, organizers handed out awards for some of the trendiest vehicles on display. Since the whole point of SEMA is to show off new products available in the aftermarket world for use in cars, trucks and SUVs, each year, the show distinguishes the most popular vehicle in various segments. Not surprisingly, this year's Hottest Car and Hottest Sport Compact are the Ford Mustang and Scion FR-S, respectively, while the Ford F-Series brought home the Hottest Truck and the Jeep Wrangler was named the Hottest 4x4-SUV.
More than 2,000 companies are at this year's show, and the display booths represents a "vote" for each car to determing the trendiest vehicles in each of the four categories. It isn't clear if these awards also take cars brought by OEMs into account, but the Mustang and FR-S were definitely well represented by both OEM and aftermarket show versions.
As usual, the OEMs showed up in force at the this year's SEMA Show exhibiting a variety of cars ranging from production-intent cars like the beastly Ford Mustang Cobra Jet to much flashier rides like Scion's Carbon Stealth FR-S.