Scion iM Fights for Control of the Cockpit - Scion iM Forum
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post #1 of 24 Old 05-01-2015, 01:31 PM Thread Starter
DBB
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Scion iM Fights for Control of the Cockpit



Head over to your favorite local Toyota dealer and car hop between the Toyotas and the Scions. Interior wise you'll find many of the same materials, touch points and switchgear. What you won't find however are matching head units.

Since Scions inception they've always gone their own way with regards to in car entertainment, preferring to bypass Toyota's proprietary systems for aftermarket units from Pioneer. 10 years ago Scion was one of the first companies to offer full iPod control, USB integration and Bluetooth streaming to economy car shoppers.

However the problem Scion is now facing is a lack of integration. What was once a large strength for them has now turned into a strategic weakness. Milennials are looking for slick interfaces and smart integration within their interiors. Scion isn't able to offer steering wheel controls, voice controls or multi-screen information screens because they essentially don't control product cadence in that aspect.

Scion VP Doug Murtha admitted such at the NY Auto Show. "We have a different head-unit development strategy, where on the Toyota side, unfortunately, our lead time is not all that different than our vehicle lead time, so we opted out of that cycle, and are taking more of an aftermarket method that not only lets us cascade a single new technology through the lineup within a few months but also come to market much more quickly with some things.”

Scion is finding that their traditional approach has aged with the consumers they USED to service. Their new demographics are seeking a customisable interior instead of flashy exterior fripperies. “What we find is that they still want something that allows them to not be like everyone else,” said Murtha. “But they’re more interested in doing things to their interior environment than they are in making some kind of exterior expression—and we’ve had to adjust.”

While Murtha says Scion will need to adjust one thing they won't be abandoning is their partnership with Pioneer. “I think we need to work with Pioneer and see what they can push to us on our scale, in short order,” he said. “But I acknowledge it’s clearly an opportunity for us and everybody else out there, an opportunity for customization.”

The paradox for Scion is they've not seen significant evidence that their target market is even willing to shell out the extra funds for a cohesive 'experience'...
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post #2 of 24 Old 05-02-2015, 01:48 PM
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I think that aftermarket could work. It's just a matter of execution.
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post #3 of 24 Old 05-04-2015, 01:51 PM
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I'll always be in favor of this aftermarket strategy when it comes to low cost cars as financially and from a value point of view it makes sense. Less to integrate throughout the rest of the vehicle and like they said... come to market with new technology much quicker, giving affordable vehicles like Scions an edge over others, a slight edge.
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post #4 of 24 Old 05-12-2015, 09:08 AM
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You guys are missing the point. The technology takes a back seat to a seamless experience. No matter how much 'technology' Scion and Pioneer are able to bring forward there is little evidence that consumers are willing to pay for it, especially not if they can't offer it seamlessly...
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post #5 of 24 Old 05-12-2015, 01:24 PM
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technology definitely isn't a proiority here
scion is focusing on affordability
they're not ready to go all techy as other companies can and have
got to establish themsleves first.
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post #6 of 24 Old 05-12-2015, 01:54 PM
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Quote:
Originally Posted by Filmore View Post
You guys are missing the point. The technology takes a back seat to a seamless experience. No matter how much 'technology' Scion and Pioneer are able to bring forward there is little evidence that consumers are willing to pay for it, especially not if they can't offer it seamlessly...
Can you give us more detail on what you mean by a "seamless experience"?
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post #7 of 24 Old 05-13-2015, 02:40 PM
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Originally Posted by Gotcha View Post
Can you give us more detail on what you mean by a "seamless experience"?
he probably means a smooth and fluid experience.
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post #8 of 24 Old 05-14-2015, 03:54 AM
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Scion really needs to force Pioneer to offer a more integrated experience. With the number of units Toyota buys, there's no reason for the radios to not be made exactly to Toyota's spec.
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post #9 of 24 Old 05-14-2015, 02:22 PM
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All depends how integrated Scion wants it to get, but thinking about it, all they would need to do from the Auris is to give it a Scion-looking interface.

Easy and effective.
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post #10 of 24 Old 05-15-2015, 12:52 PM
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I think that Scion is trying to not be a carbon copy of Toyota, but in this case it may work better to just go with what Toyota already has and put a Scion badge on the home screen.
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