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Posts Tagged ‘Scion teams with Mazda’

Scion Open to “Any Product Suitable” as it Searches for Turnaround Formula

New brand boss says all-wheel-drive, SUV even pickup could fit.

by on Jul.31, 2015

Scion Vice President Doug Murtha said recently he's open to any number of new models for the youth-oriented brand.

Scion will bring two all-new models to market for 2016 – half of its total line-up. That includes both the new iM hatchback and the iA, the youthful brand’s first sedan. But don’t be surprised to see Scion push into even newer territory in the next few years.

Struggling to regain momentum after a decade of declining sales, Scion’s new management team is making major changes, including a shift away from the dark, wildly creative advertising that marked its early years. But it’s ultimately all about product, stressed General Manager Doug Murtha, who told TheDetroitBureau.com Scion just might get its own pickup, utility vehicle, or at least something else with all-wheel-drive.

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“I’m a hand-raiser for any product suitable for the brand,” Murtha said during an interview in Grand Rapids, Michigan, where he’d come for a media drive of the new Scion iA and iM models. (more…)

Scion Seeking to Reconnect With Young Buyers With New iA, iM Models

Paring down aspirations.

by on Jul.29, 2015

Scion is looking to reinvigorate its brand with two new models, the iA sedan and iM hatch.

Once one of the hottest, hippest brands on the U.S. automotive market, Scion is hoping to reinvent itself with the launch of two new models this coming year, the iM and iA. And, in an unusual turnabout, it has sought help from little Mazda.

First launched 12 years ago, Scion was designed to reach the sort of youthful trendsetters who were largely steering clear of parent Toyota’s showrooms. And, with quirky models like the xB backed by creative – if sometimes dark – marketing campaigns, the brand became an almost instant success, hitting a 2006 peak with sales of 173,000 vehicles.

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But Like a parent who tries to pick up on the latest teenage slang, Scion soon seemed to disconnect with hip audience it sought. The second-generation xB, specifically designed for the U.S. market, was a spectacular flop and, by 2014, sales plunged to a mere 58,000. The slide has continued this year. Despite the ongoing revival of the U.S. new car market, Scion sales dipped another 18.6% during the first half. (more…)