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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 iM Concept bows, production version confirmed for US

Scion has officially pulled the covers off its iM Concept, which is, in reality, a slightly modified version of the Toyota Auris that is already sold outside the United States. It's also a model that is going into production for North America, says Scion, minus, we'd guess, a good bit of the overly aggressive ground effects bits, slammed suspension and oversize wheels. A production iM has been confirmed for the upcoming New York Auto Show, where Scion is also promising a second new production debut, as well. After a substantial lull in its new product cadence (barring the FR-S), it looks like Scion is once again intent on cementing its position as the entry point into the Toyota brand, promising three new models in the next three years. Scion tells us that iM's name is derived from the first letters of the words 'individuality' and 'modern.' More important details like price, powertrain and on-sale date should come later in 2015, but Scion has at least say it "anticipates that a price under $20,000 could make this car enticing to youthful customers," all of which makes it sound like the second coming of the Toyota Matrix to us. Feel free to read more in the press release below and gaze upon the concept in all its Incrediblue glory above. From Concept to Commitment - Scion Announces New Product Plans Production Version of iM Concept to Hit Showrooms Next Year TORRANCE, Calif., (Nov. 19, 2014) – Start planning that next adventure; a new ride is on its way. After revealing the iM Concept car today at the Los Angeles Auto Show, Scion announced that a production version of the versatile five-door compact hatchback will be coming to dealerships in 2015. Fans will get a first look at the road-ready, sporty ride – and another new Scion model – at the New York International Auto Show in April. "The two models we're debuting in New York next spring are just the beginning for Scion," said Scion Vice President Doug Murtha. "We plan to bring three new products in three years to our showrooms, offering a variety of exciting options for current and new Scion customers." As a test laboratory for Toyota, Scion attracts those with an independent spirit and desire to stand apart from the crowd. But many of today's consumers between 18-34 years old also value a degree of practicality to support their self-reliance and more mobile lifestyles. Faced with greater independence and less disposable income, they value fun and sensibility in a vehicle choice.

2015 Scion FR-S gets suspension, appearance enhancements

A couple of weeks ago, we told you about some suspension and appearance changes for the European-market Toyota GT86 - a car that's better known as the Scion FR-S (and Subaru BRZ) here in the United States. At the time, our US contacts at Scion told us we'd have final confirmation "soon" as to whether or not these upgrades would make their way to our FR-S, and now, we have those official details.
For 2015, the FR-S features a more rigid front suspension setup, and the rear shock absorbers have been retuned, all of which has been done to reduce body roll and improve feedback. Other upgrades include a new shark-fin antenna and larger exhaust pipes that are now flush with the rear bodywork. Inside, buyers will be treated to an updated interior panel with a carbon fiber look, the addition of automatic on/off headlights, and a new key design. All of this comes at very little additional cost, with the manual transmission-equipped 2015 FR-S starting at $24,900 (not including $755 for destination) - an increase of $400.
Elsewhere in the Scion range, the tC coupe has been updated slightly for 2015. The not-as-sporty coupe now features steering wheel-mounted paddle shifters on automatic transmission-equipped models, and a couple of new colors are offered: Cosmic Gray and Blizzard Pearl. The 2015 tC starts at $19,210 - the same as the 2014 model.