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Say Scion-ara As Toyota’s Youth Brand Rolls Out Final Release Series tC

NY Auto Show sees Scion’s farewell debut.

by on Mar.21, 2016

Scion plans to bring just 1,200 of the tC Release Series 10.0 coupes to the U.S.

Toyota is bidding sayonara to its youth-oriented Scion brand, but not before rolling out one last special edition making its debut this week at the New York International Auto Show.

The limited-edition take on the tC coupe was developed as part of a partnership with Kei Miura, someone known for his striking, aerodynamic takes on Japanese domestic market, or JDM, models. The new Scion tC Release Series 10.0 boasts an assortment of updates, the maker explains, aimed at enhancing performance, as well as the stock tC’s appearance, inside and out.

Auto Show News!

“For those enthusiasts looking for a piece of history, this is a great opportunity to own our best tC ever,” says proclaimed Scion Vice President Andrew Gilleland, ahead of the NY Auto Show debut. “With the TRD performance parts, the JDM Aero Kit and the screaming red and black color scheme, it’s a fitting tribute to Scion’s mission to build cars for younger customers.”


Shake-Up at Scion

Toyota’s youth brand making major changes to product line-up.

by on Jul.29, 2014

Soon to be gone? The Scion xB.

Scion has always tried to think out of the box, and now it likely will abandon its boxy xB model as part of a product line shake-up designed to reinvigorate Toyota Motor Co.’s youth-oriented brand.

The xB is one of several models that reportedly will go away, according to various reports, while the Japanese brand will get several new models, including a version of the Auris hatchback sold in Europe and other parts of the world under the Toyota badge.

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Gone is the strategy of limiting Scion to just a handful of products designed to bring first-time buyers into showrooms, the brand’s top executive recently confirmed to

Scion could use the shake-up. Only a few years back considered among the hottest brands in the market, Scion has lost significant momentum in recent years and was one of only a handful of brands to see sales slide during the first half of 2014.


First Look: 2014 Scion tC

Limited-production Scion 10 models to mark brand’s 10th anniversary.

by on Mar.28, 2013

The new 2014 Scion tC marks the 10th anniversary of the brand.

For a youth-oriented brand, Scion is getting up in years. And it plans to celebrate its 10th anniversary with not only the launch of the 2014 Scion tC sports coupe, but also with the limited-production Scion 10 Series models.

Despite the strong demand for the new FR-S sports car, the tC remains Scion’s bread-and-butter model, accounting for a full 40% of its sales, according to Scion vice president Doug Murtha. No wonder the maker is putting such a bright spotlight on the introduction of the 2014 update.

The goal of maintaining that appeal “challenged designers to enhance the 2014 sports coupe in ways that keep it exciting to today’s drivers without losing its core appeal,” he said during the coupe’s New York Auto Show preview.

Your Source for Scion News!

The 2014 model has a more assertive look, with distinctive new headlamps, a new hood and a more muscular grille. Lifting a theme its luxury sibling brand, Lexus, Scion adopts new LED accent lighting to set off the new tC’s headlamps. A few of the new design cues are borrowed from the FR-S, including the black-out valance and LED tail lamps. The 2014 Scion tC also gets new dark gray finished wheels.


VW Beetle: Mini 911 or a Big Mistake?

In an effort to broaden its appeal Beetle is more aggressive, less cute.

by on May.30, 2012

Everything old is new again: the newest Beetle lined up against a silhouette of the original "people's car."

This is a story about the Volkswagen Beetle, not the New Beetle, which is actually the old Beetle. But not the really old Beetle, the one designed by Ferdinand Porsche for Adolf Hitler prior to World War II. That’s because the old Beetle was actually called the New Beetle while this new Beetle is simply called Beetle. Or you can just call it Bug. Whatever is easier.

VW’s goal with the new Bug is to broaden its appeal beyond its mostly female base who loved the old car because of its iconic – and more importantly cute – styling.

Yeah, We're Cute!

So the new Beetle is less bubble-like. It’s wider and lower with a flatter roof. The front end is more aggressive. There’s a bit of wedge shape rising toward the back end. Inside, it’s not surprising that the flower vase is gone.

It’s a huge gamble. While sales had slowed, there was still a core group of people who were mesmerized by the cute-as-a-bug-in-a-rug styling. There have been plenty of slick wedges, but the New Beetle was different in a world of same. It’s still different, but a little more normal.


Top Ten Vehicles for Teens

Where’s the Detroit Iron?

by on May.04, 2012

The Scion tC: the number one choice for teen drivers - at least according to insurer USAA.

It’s that time of year.  The kids are graduating and likely dropping hints it’s time to buy them a new car.

Maybe you’ll start them off with something used – or simply tell them to get a summer job.  But if you’re looking to hand over the keys to a new vehicle, auto insurer USAA has a few tips.

It’s surveyed parents to find out what matters most to them – rather than their teens – and found 81% put a premium on reliability, 73% focus on safety and 62% say it’s important that the vehicle qualify for affordable insurance.

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No mention of having in-car Facebook posting capabilities, we notice, nor a need for a 650-watt sound system with dual subwoofers.

The insurer then used to data to come up with a list of the Top Ten vehicles it would recommend for teen drivers.


First Drive: 2011 Scion tC

Aiming low (when it comes to age).

by on Sep.16, 2010

Scion is back with a second-generation 2011 tC.

“Turn it up LOUD,” suggested Jack Hollis, the general manager of Toyota’s youthful Scion brand, as we headed off for our first drive in the new 2011 tC coupe.

The most popular car in the Scion brand, accounting for over 40% of its overall sales, the tC also happens to be the most youthful car on the market, attracting a buyer who is, on average, just 26 years old.  For them, a high-watt sound system is as important as a high-power engine and low 0 to 60 times in judging the appeal of the 2011 Scion tC.

That’s not to say performance doesn’t matter.  Or styling.  And the Toyota division took aim at all these attributes when they developed the second-generation Scion tC coupe, which is just now rolling into U.S. dealer showrooms.

Reviews you can use!

For those who’ve somehow missed out on Scion, think of it as a brand-within-a-brand, a nameplate aimed at those young – and largely first-time — new car buyers who wouldn’t be caught in the Toyotas their Baby Boomer parents have been driving.  Scion has made an intriguing business case for itself by rolling out a procession of small, hip and affordable products that it markets in very millennial fashion.  Skip the TV and print ads, for the most part, and focus on social marketing, with events like the one in Los Angeles, recently, that drew more than 10,000 Scion owners and their friends.