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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.

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 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.