Scion Grows Up

Toyota's trendy youth brand gets a sporty coupe. Will kids get on board?

When the first two cars from Toyota's new Scion brand came out, they raised questions about whether the automaker's DNA had been lost in translation. The bean-shaped xA and especially the boxy xB begged for attention; these were not your buttoned-down Camrys. Of course, that was the idea. Scion is the budget nameplate Toyota launched last summer to lure Gen Y drivers to showrooms, and it's getting the job done. The median age of Scion buyers is an industry-low 35 (Toyota buyers overall push 48), and 75% are new to the Toyota family.

With its third entry, Scion seems to...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!