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Scion was slain by Toyota, not the Great Recession

Scion didn't have to go down like this. Through the magic of hindsight and hubris, it's easier to see what went wrong. And what might have been. What the industry should understand is this: Scion wasn't a losing proposition from the get-go. Its death is due to negligence and apathy. This is more than just the failure of a sub-brand. It's the failure of a company to deliver new and compelling products over an extended period of time. Toyota will point to the Great Recession as the reason it hedged its bets and withdrew funding for new vehicles, instead of using that as an opportunity to redouble efforts. This was as good as a death warrant, although myopically no one realized it at the time. Sadly, GM's Saturn experiment was a road map for this exact form of failure. No one at Toyota seemed to think the Saturn experience was worth protecting their experimental brand from. Or they weren't heard. Brands live and die on product. Somehow, Scion convinced itself that its real success metric was a youthful demographic of buyers. It seems like this was used to gauge the overall health of the brand. Look at the aging and uncompetitive tC, which Scion proudly noted had a 29-year-old average buyer. That fails to take into account its lack of curb appeal and flagging sales. Who cares if the declining number of people buying your cars are younger? Toyota is going to kill the tC thirteen years [And two indifferent generations ... - Ed.] after it was introduced. In that time, Honda has come out with three entirely new generations of the Civic. Scion wasn't a losing proposition from the get-go. Its death is due to negligence and apathy. At launch, the brand could have gone a few different ways. The xB was plucky, interesting, and useful – a tough mix of ephemeral characteristics – but the xA didn't offer much except a thin veneer of self-consciously applied attitude. That's ok; it was cute. Enter the tC, which managed to combine sporty pretensions with decent cost. It took on the Civic Coupe in the contest for coolness, and usually managed to win. More importantly, an explicit brand value early on was a desire to avoid second generations of any of its models, promising a continually evolving and fresh lineup. At this point, the road splits. Down one lane lies the Scion that could have been. After a short but reasonable product lifecycle, it would have renewed the entire lineup.

2014 Scion FR-S and tC Monogram Series are some spruced coupes

Scion is in the unusual position of offering a pair of inexpensive sports two-doors, the rear-drive FR-S coupe and the front-drive tC hatchback. Despite offering outwardly similar size and form factors, the two have vastly different characters, chiefly because of their different drivetrain philosophies.
One area of commonality, however, is that both interiors have historically been underwhelming in terms of material choice and options. Oh, the FR-S has the basics nailed: a great driving position, grippy seats and properly businesslike wheel and shifter knob, but if you've been looking for premium-minded materials and high-end features from either model, they've been hard to come by.
The just-launched Monogram Series editions seek to rectify this somewhat, with each model getting additional features at a special price. In the case of the 2,000-unit FR-S limited edition, that means heated leather and Alcantara seats, heated side mirrors, high-intensity discharge headlamps, dual-zone climate control and BeSpoke audio and navigation, among other features.

The last new Scion is this tC Release Series 10.0

"We're not dead yet!" That's the message Scion will send next week at the New York Auto Show when it takes the stage with its very last brand-new car, the tC Release Series 10.0. For its final act, the tC gets an aero kit by JDM designer Ken Miura, consisting of a front lip spoiler, new rocker panels, a lower rear spoiler, and a little wing on the deck. Blacked-out Scion badges and gloss black alloy wheels contrast against this tC's unique Barcelona Red paint. It's not all for show, either. The Release Series 10.0 includes TRD lowering springs and TRD-tuned dual exhaust. Inside, black and red pours onto the new seat inserts, and there's similarly-toned contrast stitching on the shift boot, parking brake cover, and steering wheel. Only 1,200 examples will be built, available with a six-speed manual or automatic transmission. The manual car will go for $23,985, and with the six-speed auto, add $1,150. It's all very fitting – Scion was introduced to the US at the New York show in 2002, and over the past 14 years, the tC was the brand's most popular car (and one of its longest-running). To commemorate the occasion, Scion will also show some of its most popular showcars, including the original 2002 BBx concept, 2009 iQ concept, and 2011 FR-S concept – the "Friggin' Really Sweet" car, if you recall. Scroll down for the official "Scion-ara" (yep) announcement. Related Video: Scion-ara Celebration at New York International Auto Show Includes JDM-inspired tC Coupe and Classic Concepts TORRANCE, Calif. (March 16, 2016) – Scion is not going away quietly. With a final Kei Miura-inspired tC Release Series 10.0, a display of some of its most impressive project cars, and cool swag, the Scion by Toyota booth is sure to be a flurry of activity at the New York International Auto Show, March 25 – April 3, 2016. It's only fitting that Scion closes its auto show history at New York since that's where it all began. Fourteen years ago Scion debuted its first concept vehicles and announced the new youth division for Toyota that would be a laboratory for experimentation and introduce new products and processes. That commitment to innovation carries through to the debut of Scion's final Release Series vehicle for the tC sports coupe, Scion's most popular car.