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I think its Toyotas inability to inform the public of what the car is. I constantly have people waiting by my car in parking lots to ask me about the car and what it is. I have been asked if it is an old Celica that I did a body kit on.............. People honestly have zero idea about this car.
To me the Scion badge also impacts the car as most people 30+ liken it to the XB / XA etc and a cheaper stripped down version of a Toyota. Well that is if they even know Toyota makes Scion (most do not). I would liken it to the stigma Hyundai had at launch, and the stink that the maker still has today in USDM. While it may not be accurate it takes a while to sway perception.
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