Scion iM: An Unusual Unveiling
If we’re to believe the media documents we got at the new Scion iM preview at the New York Auto Show, this brand’s target clientele is young people seeking adventure, fun and thrills in places the rest of us only dream about. To illustrate the point, a potpourri of the most bizarre objects was gathered in the room where the car was being presented, including: a turntable, Mason jars, a GoPro camera, religious candles, a dog leash, Beats headphones and a Fitbit bracelet. And of course, there were also old-school Converse sneakers and Birkenstocks. It all adds up to Scion management’s perception of hipster culture.
An interesting product
In an overheated room and following a show that featured acrobats, laser beams and computer-generated images, we waited for the unveiling of the iM. Note that the American model has been christened iA, but as we’re in Canada, we’ll talk about the iM.
According to the brand’s Canadian brass, the “i” stands for “individual” and “intriguing” while the “M” stands for nothing less than modern, multidimensional and magnetic.
Marketing hyperbole aside, we have to admit that this newcomer is elegant, with its Yaris-esque sculpted front and equally impressive tail end. This is definitely one of the rare occasions—with the exception of the FR-S, of course—that everybody agrees on a Scion model’s exterior.
While the majority of the brand’s other cars are characterized by an ultra-hard plastic dash, the iM stands out with its soft surfaces and more conventional layout. Like all Scions, the iM has a great audio system with a six-speaker Pioneer system that’s controlled using a seven-inch display screen with Aha Radio. This is also where you see the image transmitted by the factory-standard back-up camera.
Under the hood, there’s the indispensible 1.8-litre four-cylinder engine with 137 horsepower managed by a factory-standard six-speed manual gearbox or an optional CVT-S automatic that includes Sport mode or seven simulated speeds in manual mode. And while we’re talking mechanics, note that the platform was borrowed from the tC coupe, which has gained an enviable reputation for a fun ride. The iM is fitted with 17-inch tires and has a double wishbone rear suspension that encroaches very little into the trunk.
A Scion that becomes a Yaris in Canada!
At the same event, another Scion iM was unveiled. It has the same name as the Canadian hatchback, but it’s actually a traditional sedan aiming to expand the line-up on the American market. In Canada, it will be known as the Toyota Yaris sedan, since Scion’s commercial ambitions for the United States and Canada are different. Why make things simple when you can make them complicated, right?
Given the markets and the positioning of the two brands, this decision is not as crazy as it seems. In Canada, the number of Scion dealerships will swell from 97 to 145, which should help increase sales across the country. This brand’s mission, when it arrived on our market, was to pique the interest of a younger clientele and attract new buyers to the Toyota family. It has met its objective: the average age of Scion buyers is 37.5 years old and 69% of them are new Toyota customers.
These two models will hit the market in September.
