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Scion was slain by Toyota, not the Great Recession

Scion didn't have to go down like this. Through the magic of hindsight and hubris, it's easier to see what went wrong. And what might have been. What the industry should understand is this: Scion wasn't a losing proposition from the get-go. Its death is due to negligence and apathy. This is more than just the failure of a sub-brand. It's the failure of a company to deliver new and compelling products over an extended period of time. Toyota will point to the Great Recession as the reason it hedged its bets and withdrew funding for new vehicles, instead of using that as an opportunity to redouble efforts. This was as good as a death warrant, although myopically no one realized it at the time. Sadly, GM's Saturn experiment was a road map for this exact form of failure. No one at Toyota seemed to think the Saturn experience was worth protecting their experimental brand from. Or they weren't heard. Brands live and die on product. Somehow, Scion convinced itself that its real success metric was a youthful demographic of buyers. It seems like this was used to gauge the overall health of the brand. Look at the aging and uncompetitive tC, which Scion proudly noted had a 29-year-old average buyer. That fails to take into account its lack of curb appeal and flagging sales. Who cares if the declining number of people buying your cars are younger? Toyota is going to kill the tC thirteen years [And two indifferent generations ... - Ed.] after it was introduced. In that time, Honda has come out with three entirely new generations of the Civic. Scion wasn't a losing proposition from the get-go. Its death is due to negligence and apathy. At launch, the brand could have gone a few different ways. The xB was plucky, interesting, and useful – a tough mix of ephemeral characteristics – but the xA didn't offer much except a thin veneer of self-consciously applied attitude. That's ok; it was cute. Enter the tC, which managed to combine sporty pretensions with decent cost. It took on the Civic Coupe in the contest for coolness, and usually managed to win. More importantly, an explicit brand value early on was a desire to avoid second generations of any of its models, promising a continually evolving and fresh lineup. At this point, the road splits. Down one lane lies the Scion that could have been. After a short but reasonable product lifecycle, it would have renewed the entire lineup.

Toyota, Morgan Spurlock say hydrogen can be bullsh*t

Toyota wants the world to know that it's not full of crap about hydrogen as the future of fuel. Months before the Mirai arrives at dealers on the West Coast, the automaker is trying to get the word out through documentary series called Fueled by Everything. In the first episode, director Morgan Spurlock (best known for Super Size Me) shows how to make the futuristic fuel cell sedan run on a load of dung. After some processing, anyway. The whole point of the series is to show viewers the myriad sources available to generate hydrogen, and Toyota starts at an attention-grabbing extreme. A pickup truck takes a bed full of cow manure and demonstrates the steps needed to make it into hydrogen for the Mirai. Of course, the new model gets lots of screen time, too. For those in the audience curious to learn more, Toyota also digs a little deeper into the generation process on the series' website. Fueled by Bullsh*t Toyota Taps Morgan Spurlock to Direct First Video in "Fueled by Everything" Series TORRANCE, Calif. (April 22, 2015) – Sometimes reality stinks. Toyota has tapped award-winning documentary filmmaker Morgan Spurlock to show how calling hydrogen fuel cell vehicles "bullsh*t" isn't far from the truth. "Fueled by Bullsh*t" is the first online video in a multi-part "Fueled by Everything" series aimed to educate a broad audience about the innovative ways hydrogen fuel can be made from renewable sources. Spurlock directed the 3-minute piece which features a dairy farmer and mechanical engineer as they follow cow manure from a mooing supply source to its ultimate use in powering the hydrogen fuel cell electric Toyota Mirai. "This project gave us the opportunity to dive into a world that most people don't understand but has the potential to change our world," said Spurlock. "Witnessing manure, something most of us view as being pretty disposable, being transformed into hydrogen fuel to power a car was pretty remarkable. I think this short film is pretty compelling evidence of what could be possible in the years ahead." Beyond high quality dung, hydrogen can be manufactured from other renewable energy sources like solar, wind and biogas from landfills. These production methods can result in a domestic and locally sourced fuel that powers the Mirai while emitting only water vapor from the tailpipe. The multi-series video campaign is launching through the Toyota Mirai website (www.toyota.com/mirai) and additional digital properties with paid online media support.

The 2022 Subaru BRZ and Toyota GR 86 aftermarket upgrader's guide

When you own an enthusiast car, there are few events more nerve-wracking than the introduction of its successor. Should you upgrade? Is it worthwhile? What will it cost you to part out your mods and trade up? Well, there's good news for owners of the outgoing Scion FR-S, Toyota 86 and Subaru BRZ who are considering an upgrade: You might not have to start with a clean slate.  If you’re an owner (or even a casual fan) of the Subaru BRZ/Toyota 86 family of sports coupes, youÂ’re probably already aware that the 2022 models are more like aggressive overhauls than true, ground-up redesigns. Neither company really wants to put a spotlight on the fact that their coupes are a little less "all-new" and a little more "back and better than ever," but in our opinion, this is something Subaru and Toyota should embrace.  Why? In a word: continuity. Look no further than the NA (1989-1997) and NB (1999-2005) Mazda Miata. While they are regarded as distinct generations (the NA defined by its pop-up headlights and simpler lines; the NB by its fixed lamps and swoopier styling) and were offered with different equipment packages, the fundamental underlying chassis remained relatively unchanged. This meant that, in many cases at least, buyers could trade up to a new model but bring along some of their factory and aftermarket accessories because theyÂ’d still fit. The BRZ and GR 86 are meant to be fairly bare-bones vehicles, the idea being that they appeal to those who want limited frills at a low cost and those who prefer to view cars as canvases rather than finished masterpieces. A long-running platform makes an excellent candidate for the latter type of car buyer. So, what does that mean for the 2022 BRZ and GR 86? Well, let's break it down by whatÂ’s truly new, whatÂ’s kind-of-new, and whatÂ’s essentially carry-over, with some guidance from Subaru and Toyota engineers.  2022 Subaru BRZ blue action profile View 22 Photos Spankin' new LetÂ’s start with the obvious: the styling. Even if you can find older aftermarket appearance kits that will fit the new BRZ and GR 86 on paper, they probably wonÂ’t bolt up nicely to the new cars due to their sleek new exterior designs. Wings and spoilers might still bolt up, but donÂ’t count on it, and theyÂ’ll probably look disjointed at best anyway.