Scion Steals the Chicago Auto Show

Susan Frissell

Out of several manufacturers presentations and introductions at the 2007 Chicago Auto Show Press Days one of the best had to be for the Scion brand. A neophyte in the world of automobiles, Scion may be a new entity, but it has made its mark in a very short time.

Pulling out all the stops with the highest tech tricks available today, Scion's Vice President Mark Templin conducted the first-ever, parallel universe, world premiere press conference. Alongside his "live" appearance at McCormick Place was a virtual performance by Templin's "avatar" on the web site SecondLife. An online virtual world, SecondLife is a site where visitors can create a different identity. On SecondLife you can be anyone you want to be and Templin's personality in Scion City spoke to his own audience about the two new 2008 vehicles at Scion.

Scion claims to be relevant to more than 173,000 new-car buyers with the lowest median age in the industry. It's important then for Scion to keep their lineup continually fresh and innovative. Of the more than 142 million people in the U.S. under the age of 35, Scion focuses on just 10 percent of this youthful population by specifically targeting those who are true trendsetters.

The Scion brand also appeals to those consumers over the age of 35 and is a unique, versatile vehicle. This was evidenced Thursday after the Scion presentation by the number of "over 35" journalists who lined up at Scion's floor display to design his/her own Scion model, print off their creation and have it stamped onto a t-shirt. Included at Scion's Show display are two interactive computers for visitors to take a shot at customizing an xB, xA, tC or new xD. Choose your own decal, color and wheels and you've got the car of your dreams.

According to Templin, three facets of Scion are critical to this unique brand: Keeping the lineup small, the model cycles short and the products fresh, and a little "out of the ordinary." Obviously Scion's philosophy has been successful as they begin their second generation of building cars. Offering a black canvas upon which owners can make a statement about who they are gets right to the heart of how young people want to perceive themselves and be perceived.          

In an effort to keep the Scion brand simple and exclusive, the manufacturer will introduce some vehicles lasting only a single model cycle (xA). Others will move into second and third generations. As the "spiritual icon" for the Scion brand, the xB is an urban utility vehicle, focused on storage, flexible seating and utility, and has appealed more to males. The xA has attracted more female buyers.

Originally unveiled at the New York Auto Show as concepts, the two Calty-designed Scion models and the Scion logo were introduced. Two-and-a-half years ago a national rollout of the xA, xB and tC took place.  Designed to be a "laboratory of change with a business model based on versatile, uniquely styled, high-content products," Templin told the audience, Scion practices a simple sales process, a vertical approach to marketing and advertising and a commitment to art, fashion and music.

The journalistic press had first glimpse Thursday of the all-new 2008 xD, the xA replacement that ceased production in December 2006, and a redesigned 2008 xB Scion. Added to the lineup for the first time, the xD is a small car resembling its predecessor, with a more substantial front bumper, large 16-inch tires and wheels and a narrow rear window. A five-door subcompact, xD maintains the Scion family traits such as horizontal headlamps, integrated rectangular lower and upper grille and turn signals built into the side mirrors.

The xD's futuristic styling will draw buyers, but so will its list of standard features such as power steering/windows/door locks and mirrors; remote keyless entry, A/C; four-wheel ABS with Electronic Brake Distribution and Brake Assist; driver/front passenger dual stage airbags; front seat-mounted side airbags and curtain airbags; first-aid kit; tire pressure monitor system and tilt steering wheel with audio controls. In fact, the only option is Vehicle Stability Control with Traction Control.

Referred to as a "party in a box," the second-generation xB is one foot longer and three inches wider with 55 more horsepower. Potential buyers have a choice of a 5-speed manual or 4-speed automatic transmission. The chassis is larger for a smoother, quieter ride and the wheelbase has been extended four inches. The 2008 xB stands a little over an inch higher. Standard 16-inch steel wheels are an inch larger than the previous generation, and brakes are larger.

The 2008 xB gets an upgraded audio system with iPod connectivity and mini-jack port, among other features. The interior has been upgraded for a "lounge-like" feel, with 29.1 cubic feet of cargo area (increased 8 cu. ft.), a 60/40 split rear seat that folds flat and front seats that fully recline.

Performance has also been upped in the 2008 xB with a 2.4-liter DOHC four-cylinder engine with Variable Valve Timing with intelligence and 158 horsepower (an increase of 55). All customers need to do is choose a color and transmission type making this an easy vehicle to spec, buy and own.

With its snazzy colors, some with green, deep red and bright blue tones, the xB appeals to this writer. Why, I was one of those over 35 journalists in line to personalize my very own xB and after a little mixing came up with a great blue/green combo.

Eighty percent of Scion buyers are new to Toyota and Scion would like to keeps them in the family of cars (Lexus and Toyota).

The newly redesigned 2008 xB will arrive in showrooms this coming April, and the xD in August.