After wandering about in the wilderness for a few years Scion seems to be getting back to its roots with the iM and iA, quirky, fun and completely customizable, but why is that?
When Scion became available at Toyota stores across the US the original tC, xA xB proved to be popular with people not content with the then current crop of smaller economy cars.
The products we're unique and the marketing supported that. The original guerrilla "want2besquare" campaign was edgy and different then traditional automotive advertising at the time.
Scion further endeared themselves to a younger demographic by offering TRD performance parts, Scion Genuine Accessories and the Scion Optomize Program in 2006- offering customers the choice to customize their new Scion with over 150 name-brand accessories from some of the industries most trusted names: Alpine, ARC, Broadway, Detailn Gear, Eagle One, GReddy, Fizz, H3R Performance, Kozak, Levoc, Lonza, Mackin Industries, Meguiar.s, Mothers, Napolex, Pilot Automotive, Racingcode, Razo, Sparco, Street Image, Tein, The Absorber and turn3.
This proved popular with Scions target demo and it showed, with Scion sporting the lowest buyer age in the industry (39 y.o) by 2007.
Fast forward to last year and things had taken a drastic turn. According to IHS Automotive Scions average buyer age had shot up to 49 years old by 2014, just shy of the industry average 51 years old.
But take a look around here and you'll quickly notice that many of our members are much younger then the 49 year old average age Scion reportedly holds.
So what is it about the iM in particular that has reinvigorated Scions youth pitch? The Auris has never seen this much love from tuners and modifiers in Europe or Japan and yet Scion is making it work, despite being told that they should of built a crossover first.
The iM and iA accounted for 52% of all Scion sales in the first month in stores and now they're promoting a new Tuner Challenge featuring 2 popular streetwear brands.
So tell us, what moved you into a Scion iM?