Scion Tc Base Coupe 2-door on 2040-cars

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Toyota CEO Lentz still envisions Scion as a small premium brand

Ward's Auto has published a piece on Scion that further confirms that we really have no idea what to expect from the brand. In speaking with Toyota USA CEO Jim Lentz about what was once firmly intended to be a hip, experimental youth brand, Lentz said, "I still personally believe small-premium is the direction we should be going." We'll walk right on by Lentz's use of the word "still" and focus on "small-premium" with the question: How? As much as we dig the FR-S, nothing in the brand's lineup can get within a whiff of the word "premium." It's even further away from being able to sniff the lifestyle-powered exhaust of a Mini or Fiat 500, and the production version of the forthcoming IM Concept (inset) will only draw it closer to its plain vanilla parent. Of course, Scion could head the premium way, but the amount of time and money needed to make it work would seem to go against everything the brand currently stands for. The murk stays just as murky when Lentz's words are placed next to those of Scion brand VP Doug Murtha, who spoke to Ward's at a different time. Murtha's response to the "small-premium" note was, "He may be having discussions at levels I'm not," and that such intent is "probably a longer-term proposition than we're looking at right now," with planning under way out to 2025. We're already being prepared for the iM to come in under $20,000, which will ensure the "attainability factor" of the "younger audience" that Murtha still views as Scion's base. And at the moment, Murtha is probably focused on adding desirability to the current lineup, halting the 14-percent year-over-year sales slide to a point that's just over half the annual volume necessary for profitability, and making sure he and his dealers have the support necessary to make the required splash with new product. Aside from all that, what might we expect? We know there'll be another product shown along with the production IM at the 2015 New York Auto Show, and Murtha isn't against a small crossover if they can come up with "something appropriately Scion-esque." So... there's that.

Scion C-HR Concept looks sharp at LA Auto Show

The Scion C-HR concept was shown off as a Toyota concept last year at the Paris Motor Show, and we've been told it will show up at next year's Geneva Motor Show in production form. In the transition from a Toyota to a US-focused Scion, though, it's been saddled with a regrettable piece of marketing-speak: the press release says the C-HR concept was designed for "yuccies." That's an acronym describing 'young, urban creatives,' and it should go away. The C-HR is at the LA Auto Show, however, a visually fascinating concept that we're looking forward to seeing in production form; it could be good, or it could be meh. The C-HR stands for "Compact size and High Ride height," partly an effect of 21-inch wheels, and Scion says it will combine "supreme functionality" and "sporty performance" under that "polarizing" skin. We don't know much more than that about it now, save that its purpose is to be "a fantastic urban driving car." The press release below has lots of adjectives to help you imagine what that means; apparently, if you like cutting boards with grid lines and "earthy, modern terrariums," this will be for you. Related Video: Scion's Next Icon: World Debut of C-HR Concept Car at Los Angeles Auto Show TORRANCE, Calif., Nov. 18, 2015 – When the designers for the Scion C-HR concept began their research, they were told by young urban creative customers, "Polarizing is ok. Boring is not." That sentiment was evident today as the Scion C-HR concept had its World Debut at the Los Angeles Auto Show. With an iconic design that also incorporates functionality and sporty performance, the Scion C-HR concept is much like Scion's customer in that it strives to stand out from the crowd. "Scion is known for doing things differently, and maybe even being a little weird," said Scion Vice President Andrew Gilleland. "This C-HR concept embraces that idea and wears it like a badge of honor. We couldn't be more excited to add the production version to our line-up." The C-HR concept is named for its Compact size and High Ride height. With five doors and a hatch for supreme functionality, it's the perfect vehicle for "yuccies," the young urban creatives who inspired the design. These customers put an emphasis on great design and wanted something distinctive, sophisticated, passionate and clean. They viewed most SUVs as too boring and wanted something for their urban lifestyle that sparked emotion.

Cosworth teases upgrades for Subaru BRZ

Subaru may or may not produce an STI version of the BRZ. Things seem to go back and forth on the subject. But Subaru Tecnica International isn't the only company with a history of tuning Subies. So does Cosworth, and now the British racing firm appears to be turning its attention to the BRZ and its Toyota- and Scion-badged siblings.
For those unacquainted, Cosworth is more than your average tuning company. It's a racing firm first and foremost, having made F1 engines under its own name as well as Ford's (chief among them the all-conquering DFV 3.0-liter V8 of 1960s and 70s fame), not to mention engines for Indy, rally and even high-performance, road-going versions of the Ford Sierra, Chevy Vega and Mercedes 190E. The list goes on and on, but you get the point.
Now withdrawing from Formula One, Cosworth is focusing its attention on tuning road cars again with the launch of the Cosworth Power Package line, the first of which will focus on the Toyota GT86 (aka Scion FR-S) and Subaru BRZ. We don't know just yet what will be included in the packaged dubbed FA-20, but from the video teaser below, it seems there'll be upgrades to the exhaust, suspension, aero and - if we're lucky - maybe a super- or turbocharger for the 2.0-liter flat-four engine. We'll have to wait and see, but we get the feeling that with Cosworth on the job, it'll be worth the wait. Check out the minute-long video below in the meantime.