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Scion reveals SEMA concepts, Tuner Challenge finalists

Scion has become something of a tuner favorite, so it's only fitting that Toyota's youth-oriented brand have an array of show cars ready for SEMA each year. And this year will be no exception.
Scion itself is bringing five cars to SEMA this year, and as you might expect, they're mostly based on the FR-S. There's a black one done in partnership with DJ Steve Aoki with an onboard mixing station, another (in white and black) done with Bulletproof Automotive with a 500-horsepower engine and fresh bodywork, a grey one done up with GReddy with a 750-horsepower turbocharged engine and, the slickest of the group, the Style J concept (pictured above) with matte grey bodywork, a Scirocco-style nose and a full leather interior. There's also a stretched xB done up by Cartel Customs and laden with tech.
Aside from Scion's own show cars, the automaker has also released the details on three entries for its Tuner Challenge: one each from the East Coast, Pacific Northwest and Southern California. Scion gave each builder a stock tC, 90 days and $15,000 to build their concepts that will be judged by an expert panel at the SEMA show, with the winner taking home a $10,000 prize.

Scion FR-S SEMA showcars salute sun, style

A brand like Scion is sort of a natural fit here at SEMA, what with the customizable schtick that it's trumpeted since being born in 2002. We've already seen some weird takes on the xB, but SEMA's magic wand has once done interesting things to the FR-S, seen here in a quartet of concepts.
Something that kind of piques our interest is this roofless, let-the-sun-in FR-S, but not in a way that we've seen before. Tuner Jeremy Lookofsky of Cartel Customs put the two-tone, topless FR-S together, and his creation also features an all-metal wide body with an integrated rear spoiler. It's decked out in a unique Azzuro California Blue (looks pretty beachy to us) and includes upgrades like a louvered rear window, 19-inch wheels, a center-mounted exhaust, big ol' turbo kit, KW coilover suspension, upgraded brakes, and a super-powerful audio system.
Also featured in FR-S land is the 10th annual Scion Tuner Challenge, in which three tuners received $15,000 to modify the coupe, taking cues from the Release Series 1.0 that debuted earlier this year. The three cars were done up by Super Street magazine, GT Channel, and Speedhunters. A panel of judges will look at the customs and a $10,000 grand prize will be given to the winners.

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.