Hoping to reverse a sharp, if unexpected decline in sales, Toyota’s youthful Scion division rolled out a pair of new products at the New York International Auto Show, each targeting a distinct, if potentially promising, niche.
Even for a brand that has traditional pushed downsize products, the little Scion iQ is downright tiny, measuring just a fraction of an inch over 10 feet, bumper-to-bumper. The unusual 3+1 design, according to Scion General Manager Jack Hollis, will be the smallest four-seater in the U.S. when it reaches showrooms during the first quarter of 2011.
The 2011 Scion iQ “is about big ideas – concentrated,” proclaimed Hollis, during an auto show preview. The vehicle, he added, is designed to reflect what the executive called the “new urbanism,” young buyers who have decided to return to the nation’s big cities and want vehicles that minimize the hassles of struggling through urban traffic or finding parking.
“Yeah, size matters,” said Hollis, describing the Scion IQ as a “premium micro-compact.”