Scion Launches Two New Models at NYIAS
After years and years of stagnation, Scion has introduced two new models at this year’s New York Auto Show which they hope will reinvigorate the brand among the youth segment.
Scion got a much needed push when the FR-S came out a few years ago, but since then, things haven’t been quite so good. According to their own internal survey, most believe that this is because the average age of the brand’s consumers was drastically going up and up as the brand’s original youth market left for other options.
To hopefully get part of that market share back, Scion launched two new models at this year’s New York Auto Show. The production ready iM and the first ever iA. While we’ve seen the iM before, in concept guise at last year’s LA Auto Show, the iA is all new.
Based on the next generation Mazda2, the iA wants to get its tiny little hands on the Fiesta and Sonic markets. That’s a market attractive to young buyers, not only for the the low price, but also because of the relative fun you can have with them.
We know it’s still early, but since the iA is based on the Mazda2, which has been nothing but praised, we’re hopeful that the car will do well. Otherwise, Scion might very well be like Buick and Pontiac: DOA.