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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.

Toyota Europe boss says 'reasonable number' of fuel cell vehicles on the way

We know that Toyota is gung-ho about delivering its first hydrogen fuel cell sedan to early-adopter markets like southern California and part of Japan next year. The Japanese automaker's European H2 plans have long been part of the mix, but a new press release shows just how committed Toyota is to hydrogen all around the world. "The volume will be limited, but they will be visible on the streets" – Didier Leroy Toyota says hydrogen fuel cells are a "major, but logical next step" after the company's pioneering work on gas-electric hybrids for 15 years. Didier Leroy, president of Toyota Motor Europe (pictured), said in a statement that he knows there will be H2 hurdles, and so Toyota will start with "a reasonable number of cars" in Europe. "The volume will be limited," he said, "but they will be visible on the streets." Karl Schlicht, Toyota Motor Europe executive vice president, compares Toyota's current hydrogen progress with where the company was with hybrid's in the not-too-distant past. When it comes to infrastructure and cost, he said, "There is of course a long way to go, as with any game-changing technology, but remember the same was said about hybrid only 10 years ago." You can read the full PR below. We don't remember a lot of people saying the infrastructure for hybrids simply wasn't there in 2004, but maybe we missed that memo. TOYOTA EXECUTIVES SET THE SCENE FOR DELIVERING FUEL CELL TECHNOLOGY 16/04/14 from Toyota The next era in Toyota's technology development is about to become production reality, with the market introduction next year of the company's first hydrogen fuel cell-powered car. It's a major, but logical next step for the company, as it builds on the success it has achieved with hybrid over the past 15 years. Karl Schlicht, Executive Vice President of Toyota Motor Europe, is explicit about Toyota's commitment to hydrogen power and the potential of fuel cell vehicles to deliver on the company's ambitions to develop the ultimate eco-car. He says: "Our unique hybrid history and experience have proven invaluable for the next big leap. Back in 2010, we promised our first fuel cell car for 2015 and we are fully on track to honour our commitment. "Fuel cell is a technology that can secure our concept of personal mobility. That's because fuel cells combine the strengths of EVs (electric vehicles) and hybrids, with those of conventional cars.

Toyota Auris gets new Touring Sports variant

Toyota showed off the Touring Sports version of the Auris next to the newly introduced Auris Hybrid at last year's Paris Motor Show, but didn't say much about it. Six months later, just ahead of the Geneva Motor Show, the company is crowing about that wagon going on sale with the Hybrid Synergy Drive, creating the Auris Touring Sports Hybrid.
The hauling version of the exceptionally popular Auris hatchback doesn't just add a hybrid wagon to the compact segment, Toyota says it offers class-leading load capacity of 1,658 liters with the Easy-Flat one-touch rear seats down. With the rear seats up, it offers 530 liters. The little big gulp is possible because the hybrid batteries have been placed under the rear seats instead of being in the luggage area.
It looks the same as the hatchback save for the fact that it's 285 millimeters (11.2 inches) longer behind the C pillar, has a redesigned tailgate and a lower load floor. Engines beyond the hybrid will match the rest of the lineup: 1.3-liter and 1.6-liter gasoline engines and a 1.4-liter D-4D diesel. There's a chance we'll see it in Geneva, if we don't there's a press release below to tell you all about it.