2006 Scion Tc Base Coupe 2-door 2.4l on 2040-cars

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Cheap, honest transportation | 2017 Toyota Yaris iA

In The Love Bug, the main character (aside from Herbie) is a down-on-his-luck racing driver named Jim Douglas. Early on, he steps into an exotic car show room, and when the dealer asks him kind of car he's looking for, Douglas replies, "What do you have in the way of cheap, honest transportation?" The dealer quickly snatches his fancy liquor back from Douglas and soon after Herbie shows up from the back of the showroom. But if this happened today, you could easily replace the classic Beetle with a 2017 Toyota Yaris iA. The poor thing isn't nearly as endearing to look at as a classic Bug, as a result of the rather unattractive nose, and it's now using a second pseudonym (first Scion iA, then Toyota Yaris iA) to hide its Mazda heritage. However, everything else about it nails the description of cheap, honest transportation. And for that reason, it's a lovely little car. Let's start with honesty, and it begins from the minute you start equipping the car – the iA is a "what you see is what you get" proposition. You see, the iA moniker isn't the only holdover from the Scion era. The Toyota Yaris iA retains its "monospec" configuration, which means it comes with only one option: the transmission. Customers can choose from either a 6-speed manual like our test car, or a 6-speed automatic which costs $1,100. Everything else is standard, and "everything" includes some choice features. You get alloy wheels, air conditioning, cruise control, USB and Bluetooth integration, a rear-view camera, tilt and telescoping steering wheel with audio controls, and keyless entry with push-button start. Technically there are a number of dealer-installed accessories too, including your typical fare of mudguards, rear spoiler, cargo organizers, and such. However, none of them are really necessary, with one exception. For some odd reason, the Yaris iA does not come with a center armrest. It's a $195 accessory, and frankly it should be a standard feature because it's so useful. If you hadn't guessed, ours wasn't equipped with it. Everywhere else the iA is a thoroughly pleasant car, if not as sporty as the old Mazda2. The little 1.5-liter four-cylinder under the hood isn't particularly potent with 106 horsepower and 103 lb-ft of torque. But with a Miata-like 2,385-pound curb weight and our car's manual transmission, it manages to feel fairly sprightly, and never has any trouble dicing it up with traffic. That transmission is pretty decent, too.

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 exec admits brand has too many dealerships, may contract network

Despite being conceived by corporate giant Toyota, Scion painstakingly built its reputation on being something of an offbeat, youth-minded brand, working hard to establish individualist, almost hipster-like credentials. So it comes as something of a surprise to hear WardsAuto report that Scion has a whopping 1,000 dealers across America - just 200 fewer than Toyota itself. This, despite a much smaller product portfolio and a sliver of the sales volume.
All those factors may explain why Bill Fay, US group vice president for Toyota, is admitting to the industry publication that its dealer network "might actually go down a little bit." As it stands, the volume end of the equation is probably an even bigger incentive - Scion's sales are way down from the salad days of the mid-2000s, when the brand had fewer models but sold more of them. With the (then) white-hot xB and tC models, Scion shifted 173,034 units in 2006, while Ward's notes the marque's 2013 sales are only at 41,261 units through July. In the story, AutoPacific analyst Dave Sullivan observes that other low-volume brands have far fewer dealer points, noting that Mini has just 115 dealer points and Infiniti has 200. By Sullivan's estimate, he would expect to see 350-500 Scion stores based on its sales figures.
Dealer question aside, the bigger issue is where the brand goes from here, and Fay admits Toyota is studying a number of different strategies, including possibly going "small-premium." Nothing is finalized, though according to Ward's, Fay discounts the idea that the FR-S - the brand's sales bright spot - will drive the brand to consider a more driver-oriented lineup.