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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.

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 Aygo X-Wave pops its top

Chop the top off a car and you'll let the sunshine and warm air in, but you'll also get a car that's heavier, less rigid and costlier. That's why European hatchbacks in particular have been increasingly favoring retractable fabric roof panels that keep the structural integrity in tact while letting the sunshine in. The Fiat 500C, Citroen DS3 Cabrio and Renault Twingo all offer this type of setup – as do the Peugeot 108 and Citroen C1, and now their Toyota platform-mate is following them down the same path. Recently announced in the UK is this Toyota Aygo with X-Wave roof option. It's a black canvas panel that opens up the space above both rows of seats at the push of a button. Unlike the roofs on some of the other aforementioned European city cars, it doesn't extend all the way down to the base of the back window, but that just means it doesn't stack up and impede cargo space and rearward visibility. Toyota is bundling the X-Wave roof option with additional equipment like upgraded lighting, infotainment system and alloys for GBP895, taxes included (equivalent to $1,355 at today's exchange rates). That's a lot less than Fiat, for example, gets for upgrading from a 500 to a 500C on either side of the Atlantic. It's also even less than Peugeot and Citroen charge for similar options on their versions of the same vehicle in the UK, and that strikes us as a pretty cost-effective way to go motoring with the top down. LESS METAL, MORE FUN WITH AYGO'S X-WAVE OPEN TOP OPTION How do you make driving a Toyota Aygo even more fun? One sure-fire way is to provide some classic open-top enjoyment with a new retractable x-wave canvas roof. Looking ahead to longer, warmer days, Toyota has launched the x-wave as an option on the five-door Aygo x-pression model. Finished in black, the roof is factory fitted and is full length, ensuring that anyone travelling in the rear seats also gets to enjoy some of the wind-in-the-hair experience. The roof is electrically operated, using a simple switch next to the map light control in the headlining. Specifying the x-wave adds even more appeal to the Aygo x-pression, which also features 15-inch alloy wheels, front fog lamps, projector headlights with LED daytime running lights, the x-touch multimedia system with DAB and Bluetooth, reversing camera and air conditioning.