What Market will Scion Target Now?

In an effort to reinvigorate sales and seek new customers, Scion could be considering a change in its brand direction. Where would that change go you might ask? Scion would farther market to the burgeoning entry-level luxury segment- something the German brands are already starting to milk. This is a conversation that originally started with the brand’s birth: to aim Scion vehicles at budget-savers from Korea or the low end of the luxury market.

scion FR-S“We were torn at what direction to go,” Toyota‘s North American CEO, Jim Lentz said to Automotive News. “We could go any of those directions.”

Scion hit a more expensive level with the FR-S, and there’s more potential for that to grow with the Toyota-badged convertible version of the car shown last month in Geneva. However, bringing the convertible over to Scion would mean an increase in price creeping into the high 20,000 range.

Budget vehicles were available for around $13,000 when Scion launched. Even though there are still cars priced at that level, Lentz said the market is moving up. “Today it’s hard to find much value below $18,000 to $20,000. There’s going to be a big need in the $25,000 range for a fun-to-drive, nice-looking value-oriented product.”

It is unclear yet if moving to a more expensive model range will really help Scion, bu the flexibility is there. A rear-wheel drive vehicle could easily spawn from the FR-S while less expensive front-wheel drive cars to compete with Mercedes’ new CLA would also be easy for the brand to cobble together.