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Scion was Toyota's lost generation

Toyota's top North American leader was succinct in explaining the reasons for killing Scion. "It's the right decision at the right time," Jim Lentz said. It's hard to disagree. In a strong market that saw 17.5 million sales last year, Scion volume dipped three percent. Its product lineup has withered for years, which is always a telltale sign a brand doesn't have the full support of its owner. Though enthusiasts love the FR-S sports car, it's the fruit of a joint project with Subaru that also produced the BRZ. Scion's coolest car has a twin sold by one of its rivals. After the FR-S launched in 2012, Scion got nothing – squat – in the way of new products until the iA and iM arrived late last year, IHS senior analyst Stephanie Brinley noted. "[Scion] was not successful in building a visual brand identity or product personality," she said. Lentz, Scion's first vice president and now CEO of Toyota's North American division, admitted the market has changed. "Younger customers have a different mindset," he said. In the early oughts, a brand that catered to a youthful demographic made some sense, and this is one front where Toyota can declare victory. Seventy percent of Scion's buyers were new to Toyota, and the average age was 36 years old. The problem is, not enough of them buy Scions anymore. Scion hit a highwater sales mark of 173,034 vehicles in 2006 and hasn't come close to reaching that since. The recession hurt Scion, too. It bottomed out in 2010 with just 45,678 sales, a time when the rest of the industry was beginning to recover. There was a brief uptick (73,507) in 2012, but Scion failed to capitalize on that momentum and sales fell for three more years. Toyota is calling Scion's pending death a "transition" back to the main company. Sure, most of the cars will be rebadged Toyotas, like the FR-S, iA, and iM. The C-HR, an attractive future crossover that would have given Scion a boost, will go into production as a Toyota. But make no mistake: This is a failure. Toyota is closing a brand in the same way General Motors scrapped Oldsmobile, Ford shuttered Mercury, and Chrysler dropped Plymouth. Those brands languished for years. Toyota moved quicker to put the fork in Scion, which prevented it from becoming a long-term drain on the parent company. Lentz was dead on. It's the right time. News & Analysis News: Sergio Marchionne is against a Ferrari SUV Analysis: His exact words were, "you have to shoot me first," Bloomberg reported.

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.

Toyota adds 1.6m cars to Takata inflator recall list

As part of the Takata airbag inflator recall expansion announced by NHTSA earlier this month, Toyota has listed an additional 1.6 million cars that will need to have inflators or airbag assemblies replaced. This brings the total of recalled Toyota, Scion, and Lexus vehicles to 4.73 million. Other automakers will announce their expanded recall lists this week as well. This round of recalls affects some but not all vehicles with the following model names and years: 2009–2011 Toyota Corolla and Matrix 2006–2011 Toyota Yaris 2010–2011 Toyota 4Runner 2011 Toyota Sienna 2008–2011 Scion xB 2007–2011 Lexus ES 2010–2011 Lexus GX 2006–2011 Lexus IS To see if your specific vehicle falls under recall, write down your VIN and go to toyota.com/recall; you can also check any recalls, Takata or otherwise, at safercar.gov/vin. Toyota will inform owners of affected vehicles by mail. Depending on the model, either the inflator or the entire airbag assembly will have to be replaced. Due to the number of vehicles that have already been recalled, it may take some time for the necessary parts to be available. A total of 11 deaths have been attributed to the faulty Takata inflators, and federal investigators now know why the parts are prone to failure. The state of Hawaii was the first to sue the auto supplier, with more states expected to follow. The 17 other automakers are required to announce their additions resulting from the May 4 expansion this week, so expect more of the 35 to 40 million vehicles to be listed soon. Related Video: Image Credit: Reuters Recalls Lexus Scion Toyota Takata airbag recall lexus is toyota sienna toyota 4runner toyota matrix lexus es lexus gx