2015 FR-S Start of Production - May 7, 2014

[Stigmaru]

I doubt any sales person or even VP of marketing has any idea what is going on at the top brass level of subaru and toyota. I take all these rumors as just grains of salt. If anyone has ever worked for a big company they should know that big companies hide big decisions only among the top levels and then they only catch everyone off guard in the last moments before breaking news... and then conduct massive layoffs ;p

[jjaisli]

Originally Posted by shishand

I disagree, the fact that they branded this car under "Scion" should say enough about its demographic: teens.

Originally Posted by Jegan_V

Scion's intentions however may not end up being the true result. The FRS and tC do generally have a lower age demographic however its possible the FRS will have a older demographic than the tC does.

The other Scions however...they tend to attract older people. The pure pricing policy is very much loved by old people, the original xB in particular was more of a hit with older people than their intended demographic. The iQ is another car I only see(and have seen) an elderly driver liking it. The xD is discontinued so its no longer relevant.

Originally Posted by regal

Lots of older Scion drivers around here, they have almost a Lexus appeal as being higher classed than the budget Toyota's.

I have nothing in writing to actually back it up, but when I bought my FR-S, the sales rep told me that despite Scion's entire marketing strategy geared toward younger buyers, the reality is that the median Scion buyer is actually 53 years old. So the idea that Scions are purchased mainly by the under 25 crowd is, at least according to my dealer, largely a myth.

And for the record, I'm 43.

[Chattanooga FR-S]

Originally Posted by jjaisli

I have nothing in writing to actually back it up, but when I bought my FR-S, the sales rep told me that despite Scion's entire marketing strategy geared toward younger buyers, the reality is that the median Scion buyer is actually 53 years old. So the idea that Scions are purchased mainly by the under 25 crowd is, at least according to my dealer, largely a myth.

And for the record, I'm 43.

I wonder if some of those older buyers are buying them for their kids to drive? I'm also 43, awaiting delivery of my Monogram.

[Boxer486]

Originally Posted by Chattanooga FR-S

I wonder if some of those older buyers are buying them for their kids to drive?

No, it's pretty simple really. Older folks like being cheap, having good mpg, perceived Toyota reliability, no haggle pricing. No magic behind it. Out here older folks tend to either drive a Scion box, Buick or a 911 (very slowly).

[subiestyle]

Originally Posted by jjaisli

I have nothing in writing to actually back it up, but when I bought my FR-S, the sales rep told me that despite Scion's entire marketing strategy geared toward younger buyers, the reality is that the median Scion buyer is actually 53 years old. So the idea that Scions are purchased mainly by the under 25 crowd is, at least according to my dealer, largely a myth.

And for the record, I'm 43.

Actually, the median age of the "legal registered owner" is 53 (if 53 is really true). Which is the average age of the parents of those under 25.

The younger the person going in to get the car, the more likely it is you have the parents buying the car.

[subiestyle]

Originally Posted by Sleeperz

I disagree that the target market is teens, when most buyers are not teens since mosty could not afford a new car anyways.

It is a Scion because it does not have the reliablity of a Toyota.
It is a new platform more or less with a new engine with no history. Consumer Reports rates it low in reliability. Maybe next year it will be improved after working out the bugs.

It is a Toyota everywhere else in the world. The world does not revolve around the USA, and Toyota does not solely care about "brand reputation" solely in the USA.

It is a Scion because the brand desperately needs a boost of sales and excitement. Besides the TC, I mainly see older people driving the Scions.

[rice_classic]

Originally Posted by jjaisli

the sales rep told me that despite Scion's entire marketing strategy geared toward younger buyers, the reality is that the median Scion buyer is actually 53 years old. So the idea that Scions are purchased mainly by the under 25 crowd is, at least according to my dealer, largely a myth.

Good point. I've also read several articles about how the only people that are really buying new cars are older people because they can afford it. I don't know how targeting a sub 25 year old demographic for $20-25k is a winning business model.

While I'm sure there's people under 25 that can afford to buy a brand new car off the lots that's above $20k but frankly, not many.

[jjaisli]

Originally Posted by subiestyle

Actually, the median age of the "legal registered owner" is 53 (if 53 is really true). Which is the average age of the parents of those under 25.

The younger the person going in to get the car, the more likely it is you have the parents buying the car.

Originally Posted by Boxer486

No, it's pretty simple really. Older folks like being cheap, having good mpg, perceived Toyota reliability, no haggle pricing. No magic behind it. Out here older folks tend to either drive a Scion box, Buick or a 911 (very slowly).

I'm going to suggest that it's a solid combination of both. Furthermore...

Originally Posted by rice_classic

Good point. I've also read several articles about how the only people that are really buying new cars are older people because they can afford it. I don't know how targeting a sub 25 year old demographic for $20-25k is a winning business model.

While I'm sure there's people under 25 that can afford to buy a brand new car off the lots that's above $20k but frankly, not many.

I think the lack of an exciting and refreshed line-up (the FR-S aside) and the fact that young people are facing the toughest entry level job market in many decades, is pushing Scion's entire business model out the window. Seven or eight years ago, the prospect of a young college graduate going out there and financing their first car was what Scion was banking on. Between excessive school debt, having an unstable job or no job at all, makes financing a car for a first time buyer a risky prospect or an outright impossibility. It's really no surprise that Scion is hurting.

[rice_classic]

Scion needs to be selling an $18k sports car. Seriously.

[Boxer486]

Originally Posted by rice_classic

Scion needs to be selling an $18k sports car. Seriously.

Pretty sure Tada and Akio have stated that is the plan more than once.

[mwjcyber]

Other threads on this topic, but Scion is dying, soon will be dead, and will be buried with the likes of other failed brands.

Fun article to read:

It Turns Out that Scion is Still Around
Mar 26, 2014
http://www.carbuzz.com/news/2014/3/2...round-7719380/

"Almost forgot about you there. Sorry about that."

"Updating our model list database is a big project, involving every major and relevant automaker and their entire model lineups. So when we came to Scion, we literally almost drew a blank regarding its models other than the FR-S. There’s good reason why: they’re boring and irrelevant in today’s market (again, not the FR-S). There. We said it. Now it’s time for Toyota to do the same. The tC? You’re better off with a Kia Forte Koup or Honda Civic Coupe. Heck, just get an FR-S – and turbo it yourself.

The xB and xC and xWhatever? Exactly that. Whatever. Go for the Nissan Juke instead. Back to the FR-S for a moment and it’s clear that it (and the Subaru BRZ and Toyota GT86) needs an extra 50 hp or so. Sales have been hurting because of this very issue. Toyota is aware of its Scion problem and the fact that the FR-S hasn’t quite been the savior it’d been hoping for. The question is whether anything can be done. Perhaps it’d be best to rebadge the FR-S as the GT86 and sell it at Toyota dealers, then ditch the rest of the Scion lineup. We doubt few would miss them. And it would make our database updates just a tad easier. We reached out to Scion but they denied to comment on any future products."

[torqdork]

Originally Posted by subiestyle

Actually, the median age of the "legal registered owner" is 53 (if 53 is really true). Which is the average age of the parents of those under 25.

The younger the person going in to get the car, the more likely it is you have the parents buying the car.

Source? I've seen Scion demos and they average less than industry average age of 51, are closer to 43, not 53, and trending younger with FR-S. tC accounts for 40% of Scion sales and average is 28:

http://www.edmunds.com/auto-shows/ne...-scion-tc.html

[Wandr3r]

Originally Posted by OICU812

What's your job or your inside scoop? Cause if you're a salesman, I've heard lots of uninformed bullshit from salesmen...just sayin..

I am in sales yes. I prefer to be the informed type

[Wandr3r]

Originally Posted by imag

He also didn't say Toyota wouldn't do it

Seriously though, I think any power boost would come from tuning or displacement increase. That doesn't mean I think it's coming this year.

That is true he answered the questions with "no turbo/super charger" I guess he did not say no more power. But I feel like he was saying no, period.