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Toyota to kill Scion brand [w/video]

Toyota Motor Co. said Wednesday it will kill its youth-oriented Scion brand, ending a 13-year experiment that attracted new customers but ultimately drained resources from the parent company. The FR-S sports car, iA sedan, and iM five-door hatchback will be re-badged as Toyotas starting in August for the 2017 model year, and the tC coupe will end production then. The C-HR displayed at the Los Angeles Auto Show will become a Toyota vehicle when it launches. Scion's 22 dedicated team members will be given opportunities to join Toyota. Toyota says it made the decision in response to customers' needs, noting it finds younger buyers want practicality in addition to the individualistic styling and features that Scion offered. Meanwhile, Toyota's own vehicles have gotten sportier, which the company says appeals to younger buyers. Scion claimed some successes, pointing to its average customer age of 36 years old, with 70 percent of its buyers new to Toyota. Scion sold more than a million vehicles since it launched. Its best year was 2006, when it sold 173,034 vehicles. Sales declined steadily in 2007-08 and then crashed in 2009 during the recession to 57,961 units, before bottoming out in 2010 with only 45,678 sales. "This isn't a step backward for Scion; it's a leap forward for Toyota. Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network," said Jim Lentz, founding vice president of Scion and now CEO, Toyota Motor North America. "I was there when we established Scion and our goal was to make Toyota and our dealers stronger by learning how to better attract and engage young customers. I'm very proud because that's exactly what we have accomplished." While Scion never recovered from its drastic sales decline, it served as a test bed for marketing and dealer tactics that helped its parent company. Scion tried out no-haggle pricing, a streamlined option plan (some cars had only two choices: color and transmission) and a pre-paid maintenance plan. "We appreciate our 1,004 Scion dealers and the support they've given the brand," said Bob Carter, Toyota senior vice president of automotive operations. "We believe our dealers have gained valuable insights and have received a strong return on their investment.

2016 Scion iA First Drive

Leading up to our first test of the 2016 Scion iA, we're actually really excited to drive it. A string of "if A, then B" logic tells us this car ought to be pretty good. We drove the new Mazda CX-3 and loved it. The CX-3 is based on the Mazda2 platform. The Scion iA is a rebadged Mazda2, built in Mexico as part of Toyota and Mazda's joint venture. Following that line of thought, we should like this Scion a lot. And we do – mostly. Parts of the Scion iA experience feel a lot more Toyota than Mazda. Scion executives tell us that Toyota had a lot of influence in the engineering of the Mazda2, since in addition to being the iA in the US, the car will be sold as the Yaris in other markets. Unfortunately, that Toyota-ness comes through in the driving dynamics. The iA uses Mazda's 1.5-liter Skyactiv-G four-cylinder engine with 106 horsepower at 6,000 rpm and 103 pound-feet of torque at 4,000 rpm. On the canyon roads near Malibu, CA, we're putting pedal to the metal; uphill acceleration is unsurprisingly poor for a car with meager output numbers like these. Around town, 106 hp and 103 lb-ft is perfectly fine for the 2,385-pound iA. And it allows the car to return impressive EPA-estimated fuel economy numbers of 33 miles per gallon city, 42 mpg highway, and 37 mpg combined with the six-speed automatic transmission. Should you choose the six-speed manual, those numbers only drop to 31, 41, and 35, respectively. The six-speed stick is all Mazda, and we love it. You should choose the manual, by the way. The six-speed stick is all Mazda, and we love it. Gear throws are short and snappy, and the clutch has a nice weight and crisp action. Driving the manual iA back to back with the six-speed iM really points out that Mazda makes a far better manual transmission than Toyota. Great gearbox aside, on these canyon roads, we're feeling a bit let down. Never mind the acceleration issues, the iA just doesn't feel like a Mazda in the turns. Credit where credit's due: the steering is really nice, with a solid feeling on center and crisp turn-in and lots of feedback throughout the entire range of motion. But we're remembering the solid, planted feeling the CX-3 exhibited when we hustled it along the mountain roads of Arizona. And we aren't feeling it here in the Scion iA.

Toyota GT86 engineer Tada recounts how sports car came to be

Because the Toyota GT86, Scion FR-S and Subaru BRZ coupes are now a reality, it's almost hard to imagine the struggle that had to happen within the large, conservative corporate structures at both automakers for the joint project to even get off of the ground.
Speaking to those struggles on Toyota UK's Toyota Blog, GT86 Chief Engineer Tetsuya Tada enlightens us with a recap of the sports car's earliest origins. For Tada, the first stages of the project must have seemed almost as dreamlike as the final product is to drive.
Said the Chief, "I had been working in the minivan department engineering new product, but a month after the meeting I was summoned. 'Forget about minivans,' they said, 'you are now working on the sports-car project.'"