NEW YORK -- Toyota is banking on new technology to give momentum to its struggling Scion brand.
At the New York auto show on Tuesday, the automaker unveiled two new Scion nameplates, each boasting some advanced electronics and other features not often found in entry-level vehicles.
The Scion iA compact sedan will come standard with a low-speed collision avoidance system, rear backup camera, Bluetooth connectivity, voice-recognition capability and power locks, windows and mirrors. Toyota said the iA will be priced at about $16,000 when it arrives in U.S. showrooms this year.
The iM sporty hatchback features a 7-inch entertainment screen, LED headlamps, eight airbags, electronic power steering, a back up camera and Bluetooth connectivity. It will have a sticker price of less than $20,000, Toyota said.
The two cars represent a renewed push by Toyota to jump-start Scion. In Scion’s early years, its offbeat styling and underground marketing efforts clicked with millennial buyers, and sales climbed to 173,034 vehicles in 2006. But since then, it has sputtered.