Toyota executives have said they hope to drive Scion sales back over the 100,000-unit mark.
It faces a tough road. Young buyers have myriad choices in the marketplace these days, ranging from the Fiat 500 to Smart cars to Mini’s increasing palette of models. At the same time, Kia has established itself as a key player with the funky, boxy Soul, backed by its whimsical TV commercials with the driving hamsters. In 2014, the Soul’s U.S. sales surged 23 percent to 145,316 cars.
“Both the iM and the iA are tremendous additions to our line-up and will appeal to young people with different perspectives and needs,” Doug Murtha, Scion group vice president, said in a statement. “These cars represent the evolution of Scion and are kicking off a new wave of momentum for the brand.”