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Scion Monogram Series luxes up FR-S, tC

Scion has had plenty of practice launching limited-edition versions of its cars, but the brand's ultimate special line is its recently introduced Monogram Series. First offered on the iQ last year, Scion is now adding this premium equipment package to the 2014 FR-S and tC, and both cars will be hitting the stage at the Detroit Auto Show next week.
The 2014 Scion FR-S Monogram Series will be limited to 2,000 units, and it will have a starting price of $27,400 (*not including the $755 destination charge). Standing as a $3,000 premium over the base 2014 FR-S, the Monogram Series brings plenty of extra goodies, including leather seats with Alcantara inserts, upgraded BeSpoke audio/navigation system, HID headlights and dual-zone climate control, to name but a few. Scion says the equipment in this package represents a $1,900 savings compared to a standard option list.
As for the 2014 Scion tC Monogram Series, Scion is only making 2,500 of these, and it will start at $21,400. That's an extra $2,190 over a base tC, but it also represents a $1,500 savings overall. The tC Monogram Series adds in features like the BeSpoke audio/navigation system, perforated leather seats, keyless entry and pushbutton start and upgraded materials on the center console lid and door panels.

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.

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.