Scion sees flat 2008 sales, expansion of lineup
By Karey Wutkowski
NEW YORK, March 20 (Reuters) - Toyota Motor Co’s (7203.T: Quote, Profile, Research) youthful urban brand Scion is considering adding a new model with a “polarizing” design to its line-up and surveying current Scion drivers about the kind of vehicle they would like to see, a senior executive said on Thursday.
Dawn Ahmed, corporate manager of Scion, also told Reuters that the Toyota-owned brand expected little change in 2008 sales compared with last year, at about 130,000 vehicles.
“Overall the light vehicle industry is pretty challenging right now,” Ahmed said. “It’s fortunate we’re not necessarily trying to sell to everybody.”
Toyota is talking to current Scion owners about what they would see as an interesting addition to the line-up, including possibilities such as a truck, a sport utility vehicle, or a more environmentally friendly car, Ahmed said.
Scion, which attracts buyers with an average age of 30 compared with a U.S. industry average of 50, has seen a sharp downturn in sales from its peak of 173,034 vehicles in 2006.
The Toyota brand launched in 2003 has blamed model changeovers for that shortfall. Executives have also said the Japanese automaker intends for Scion to remain a niche offering focused on bringing younger buyers into its showrooms.
Scion took the wraps off its Hako Coupe concept at the auto show this week, revealing a boxy two door that takes its design cues from both Japanese microcars and American hot rods.
“We need to think about how to bring young, new customers into Toyota,” Scion Vice President Jack Hollis said at the unveiling on Wednesday.
