PhilipMSPT

iTrader: (5)

If Scion is trying to be the next MINI, it needs to have a defined brand image.

Now, I have supported Scion for being "the brand that gets you an inexpensive car with personality."

If Scion wants to change that into "a semi-premium brand just because", well, they're headed towards collapse.

Scion needs purpose. Scion needs a mantra. Scion needs its "Golden Circle." Otherwise, it's just another car.




WHY, SCION?!? WHY!?!

spwolf

Lexus had record last year in the world, and it will have record this year in the world... it will also have record next year in the world.

Luxury brands are on the rise world wide, and are making record profits for their parent corporations.

So if anything, luxury brands are way to go and thats what is really expanding right now world wide.

gengar

I'm confused by what Lentz means by "premium" in his phrase "C-platform premium small cars". I'm not sure that actually means luxury. For example, is the FR-S a "premium" car? I wouldn't think so in a vacuum, but the context of the comparison is to B-platform cars, like the Yaris. Compared to to the Yaris, maybe the FR-S is "premium".

Keep in mind also that some Scion models - like the tC and xB - are already using the current version of what will become the C-platform. So again, it comes down to what he actually means by "premium".

If he really means something approaching luxury, it's nonsense. Rebranding Scion will be a disaster, as it's nothing resembling a luxury product now. Forcing the FT86 downmarket to the FR-S for the US was just stupid, especially when even third-world countries are getting the full Toyota 86.

Sulu

Agreed! It is all in having the product and marketing. We all still remember bits and pieces of Lexus marketing from the past 25 years -- "The relentless pursuit of perfection".

MINI did it. Starting as a typical, tiny British car (nothing to write home about), it is now considered a premium brand, due to the willingness of BMW to stick with the theme of Mini as premium.

So, if Toyota wanted to, it could be done. It would just require the right product, and the right consistent marketing for a few years. Decide what Scion should stand for and be prepared to go with that theme for the next 10 years.

All brands started from nothing and were brought to where they are by marketing.

doge

Toyoya sold existing motors to lotus, they never produced anything exclusively.

John Coyle

Toyota North America CEO Jim Lentz told Wards, "I still personally believe small-premium is the direction we should be going [with Scion]. I think that C-platform premium small cars are probably the best place for Scion to be." However, Scion Vice President Doug Murtha said, "He may be having discussions at levels I’m not. If he’s able to somehow lobby to take the brand in a new direction, that’s probably a longer-term proposition than we’re looking at right now." Murtha and his people are still pursuing younger buyers, and need their vehicles to be attainable.

Given that Lexus doesn't want to dip into the sub-30k range, do you think Scion could find a home there?

GiantsFan

iTrader: (9)

Well, considering the FRS is already approaching 30k ... They seem to be somewhat there already.

But IMO, they should just fold scion, since they sell those models as toyotas around the world anyway.... . The brand image of toyota is already getting better and attracting younger buyers. With the supra (hopefully?) coming out soon ... and the "below FRS" coupe that Akio talked about.... scion almost becomes unnecessary.

The whole point of scion was to be "hip" and "sporty" right? If toyota is already going in that direction there isn't really a point for scion to exist

mk4umha

iTrader: (1)

They need to kill that brand and put all of cars under Toyota, Lexus already fills the luxury premium gap IMO.