Remember back in 2003 and 2004 when Toyota introduced the U.S. market to its cool, new whiz kid, the Scion brand?Back then Scion was squarely aimed at the emerging Generation Y drivers that wanted peppy, pretty models that were wired for high-tech connectivity. Brand managers said their hope was that no-haggle deals and low-cost quality products would drive word-of-mouth and boost sales.
Checking in a few years later, the strategy was working, with the company on target to sell about 150,000 cars in the U.S. in 2006; about 80 percent of Scion buyers at that time were new to the Toyota brand, said Steve Haag, then corporate manager of Toyota’s Scion division in Torrance, Calif.
Over the past few years, though, Scion’s annual sales have fallen to about 100,000 cars, according to Reuters. Some blame the U.S. economy while others note how quickly other automakers — notably Kia — have jumped to satisfy the high-tech hungry crowd of car buyers. Factor in Toyota’s woes, including another 2.17 million vehicles recalled just last week for faulty accelerators, and you understand the depth of concern. Toyota is circling the wagons, though, fighting to regain its status as the trendy, safe and innovative automaker of choice in the U.S. market.
| 2011 Scion tC |
| » Engine: 2.5-liter, dual overhead cam 4-cylinder |
| » Transmission: Six-speed automatic (six-speed manual also available) |
| » Fuel economy: 23 mpg city/31 mpg highway (estimated) |
| » MSRP: $19,995 (automatic; $18,995 manual) |
As part of that effort, Toyota introduced a new and improved Scion tC for 2011. We’re not just talking about a face-lift here but a fairly extensive overhaul of the hatchback while keeping the price tag in the ultra-affordable range.
In doing so, the automaker gave its aging whiz kid a slightly more aggressive exterior — mainly by ditching some of the curves and adding a large sunroof and 18-inch wheels. Although some might not notice the changes between 2010 and 2011 models, the look is definitely more mature.
Arguably, the greatest change between the model years happened when Toyota swapped out the 2.4-liter four-cylinder engine for a 2.5 four-cylinder engine, providing a 20-horsepower boost. Many auto critics gave the automaker an enthusiastic thumbs up for that swap.
The 2011 model’s 300-watt, iPod-friendly audio system is great for gear heads that want to add navigation, XM Satellite Radio and other options.
The problem, though, is that in striving to add features that will lure buyers, it seems some basics were left in the dust.
Candidly, I still found the hatchback a bit less than swift, with sway much too pronounced for my taste. Even on dry roads, modest winds made me feel as if I were driving a long snake, which is interesting because the car only measures 174 inches in length.
What was most troubling, though, was the cramped, almost claustrophobic feeling in the cabin. The front headroom (37.7 inches) was minimal, making even those under 6 feet feel as if they wanted to pop their heads through the sunroof. The rear seat — which Toyota notes has 36.4 inches of head room and 34.6 inches of legroom — is strictly for children. The good news is, once they’re in those seats they’ll likely stay there because it’s difficult to maneuver the front seats without plenty of huffing, puffing and pulling.
You’ll likely read many critics’ reports that the seating is comfy. Candidly, I found it stiff and backbreaking with little lumbar support.
I could go on, but you likely get the point. In keeping the car under $20,000 and adding lots of “extras,” something’s got to give. Unfortunately, that seems to be some basics.
The 2011 Scion tC is a major improvement over the 2010 model, but it lacks the design focus and innovation to deliver the low-cost quality and comfort for which the brand was created.
