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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.

Sunday Drive: Big debuts from the Big Apple dominated the headlines

New York Auto Show week has come and gone, and, not surprisingly, the week's biggest bits of news came from the halls of the Jacob K. Javits Convention Center in NYC. Our favorite debut from New York was the Lincoln Aviator, a sharp-dresses crossover that looks lovely inside and out, and sits on underpinnings at least partly derived from the Ford Mustang. While the Aviator may have caught our attention, it wasn't the most popular vehicle debut from New York, at least when judging by the number of page views here on Autoblog. That distinction goes to the 2019 Toyota RAV4, and we're hardly surprised. The RAV4 is the most popular compact crossover in America (in fact it's the most popular vehicle that isn't a pickup truck), and the 2019 version looks like a radical departure from the model that came before. We can't wait to drive the thing. Midsize sedans may not be the darling of the family car set, that honor taken over by the aforementioned crossover, but they still sell in large enough numbers that a brand-new model catches our attention. Such is the case with the 2019 Nissan Altima. We broke down the specs of the Altima and compared Nissan's bread-and-butter sedan with its biggest rivals. And finally, we got some official figures for the 2019 Ford Mustang Bullitt. It'll cost a cool $12,000 over the cost of a Mustang GT, and will benefit from a 480-horsepower, 420-pound-foot version of Ford's excellent 5.0-liter V8 engine. As always, stay tuned this week for all the latest automotive news that's fit to print. 2018 New York Auto Show Mega Photo Gallery | Start spreading the news 2019 Toyota RAV4 actually looks pretty cool 2019 Nissan Altima vs Honda Accord vs Toyota Camry: How they compare 2019 Mustang Bullitt orders open as Ford reveals price and horsepower Image Credit: Drew Angerer/Getty New York Auto Show Ford Lincoln Nissan Toyota Coupe Crossover SUV Sedan 2018 new york auto show

Bring back the Bronco! Trademarks we hope are actually (someday) future car names

Trademark filings are the tea leaves of the auto industry. Read them carefully – and interpret them correctly – and you might be previewing an automaker's future product plans. Yes, they're routinely filed to maintain the rights to an iconic name. And sometimes they're only for toys and clothing. But not always. Sometimes, the truth is right in front of us. The trademark is required because a company actually wants to use the name on a new car. With that in mind, here's a list of intriguing trademark filings we want to see go from paperwork to production reality. Trademark: Bronco Company: Ford Previous Use: The Bronco was a long-running SUV that lived from 1966-1996. It's one of America's original SUVs and was responsible for the increased popularity of the segment. Still, it's best known as O.J. Simpson's would-be getaway car. We think: The Bronco was an icon. Everyone seems to want a Wrangler-fighter – Ford used to have a good one. Enough time has passed that the O.J. police chase isn't the immediate image conjured by the Bronco anymore. Even if we're doing a wish list in no particular order, the Bronco still finds its way to the top. For now (unfortunately), it's just federal paperwork. Rumors on this one can get especially heated. The official word from a Ford spokesman is: "Companies renew trademark filings to maintain ownership and control of the mark, even if it is not currently used. Ford values the iconic Bronco name and history." Trademarks: Aviator, AV8R Company: Ford Previous Use: The Aviator was one of the shortest-run Lincolns ever, lasting for the 2003-2005 model years. It never found the sales success of the Ford Explorer, with which it shared a platform. We Think: The Aviator name no longer fits with Lincoln's naming nomenclature. Too bad, it's better than any other name Lincoln currently uses, save for its former big brother, the Navigator. Perhaps we're barking up the wrong tree, though. Ford has made several customized, aviation themed-Mustangs in the past, including one called the Mustang AV8R in 2008, which had cues from the US Air Force's F-22 Raptor fighter jet. It sold for $500,000 at auction, and the glass roof – which is reminiscent of a fighter jet cockpit – helped Ford popularize the feature. Trademark: EcoBeast Company: Ford Previous Use: None by major carmakers.