The Auto Writer

Will the Toyota iQ make it to North America as a Scion?

Toyota has been expanding its appeal over the past generation by rolling out new lines of cars to reach the masses. Luxury buyers began to acquaint themselves with Lexus in 1990 while the youth set was introduced to Scion in 2003.

That latter group of cars was immediately welcomed by a new set of buyers as well as more mature drivers who were attracted to the roominess and cheap price of the Scion line. However, within the next five years, Scion had begun to lose its edge as fresh models were wanting and competitors began to roll out well equipped bargain rides in response.

Reaching Young Buyers

Toyota established Scion to reach the youngest drivers, but as time has gone by the average age of Scion faithful has pushed well into their 30s. Though this new group is certainly welcome, it has meant that Scion hasn’t managed to keep pace with trends. To that end, Scion says that a fourth model will be out in about 2-3 years, but declined to say what that vehicle would be.

One possibility for Scion is that the Toyota iQ, a Smart sized model, could be badge-engineered and sent stateside. The diminutive three-door hatchback is powered by a 1.0L three cylinder engine and seats four. However, the back seat to the iQ is very small, suggesting that only small children would fit.

Coming To North America?

My thinking is that the car will be reconfigured for the North American market, with the backseat removed. After all, the Smart ForTwo is a two seater model, so why not have the same set up for the smallest Scion?

Though designed for the Japanese and European market, the success of the Smart ForTwo has caused Toyota to rethink its strategy for the U.S. market. What the automaker doesn’t want is to have a model that would steal thunder from its current small car, the Yaris, something it wouldn’t be much of a problem if only Scion dealers get the iQ.

Preserving the Prius and the Yaris

On the other hand, Toyota is investing heavy cash in the Prius a car that looks more and more unattractive as gas prices stay low. With a 45 mpg iQ nipping at the Prius’ bumper and costing five to ten thousand dollars less, the last thing Toyota wants to do is sink the Prius.

The all new Scion model will likely make its debut at the 2009 Los Angeles Auto Show this November. But, it probably won’t make it across the Pacific before 2011, suggesting that Scion shoppers will have to be content with the xB, xD and tC for now.

Source: Automotive News