Feature: Scion comes to Canada

March 9, 2009

2009 Scion xB. Click image to enlarge

Advertising will be done in non-conventional ways. You may see Scion vehicles and representatives showing up at the local nightclub or concert. And of course, new media is key – potential customers should sign up at ScionNation.ca to get e-mail alerts and information.

While at the Detroit Auto Show in January, I had some time to poke around a little bit in all three Scion models on the showroom floor. For those who have never seen or been in one, let your adventure begin now, starting with the smallest and least expensive Scion model, the xD; it is priced at US$15,320, with pricing in Canada yet to be announced. The xD is a smaller version of the xB model, a quirky, boxy four-door hatchback. The closest we have in Canada is the new Kia Soul, and judging by the enthusiasm the Soul has been receiving in Canada, the Canadian people are ready for these non-conventional vehicles.

All the Scion models seemed to be built solidly, and didn’t appear to be of any lower quality than one would expect from a Toyota, despite their lower price tags. The trunk space in the xD is minimal, but folding the rear seats down will solve that. A boxy shape means more cargo area than the more typical bubble shape. Headroom is great too, as one would expect; rear legroom is typical of a car of this size, so there is nothing extremely upsetting here. Available with a manual or automatic, the 1.8-litre engine puts out 128 horsepower – too bad I wasn’t allowed to rip around the showroom floor to get some driving impressions.

2009 Scion tC. Click image to enlarge

On to the xB. This model and the tC were Scion’s first vehicles in the U.S. Launched around the same time as the Honda Element, the xB exudes more style, while the Element falls on the more practical side. Interior space is ample with the redesigned xB, but the edgy styling has been toned down from the original. Available with a DVD screen up front, the instrument cluster contains both analog and digital readouts. A 2.4-litre engine producing 158hp powers the xB; other standard options include four-wheel disc brakes and cruise control, at a starting price of US$16,420.

And finally the tC, a coupe with the practicality of a hatchback. There should be a new tC model coming soon, but the current one still turns heads, especially when decked out like the tuner challenge car at the show. The tC starts at US$17,670, and I can see this competing head-to-head with vehicles such as the Pontiac G5, Mazda3 Sport or Honda Civic Coupe. The tC is equipped with a fairly peppy 161 horsepower from a 2.4-litre four cylinder engine, and includes standard features such as air conditioning, power locks, power windows and power moonroof.

Scion has yet to announce the total number of dealers that will be authorized in Canada; we do know at this time that on initial launch, Scion dealers will be within established Toyota dealerships in Toronto, Montreal and Vancouver only.

Only time will tell if launching a car brand into a new market is a good move in a stumbling economy. But, if anything, Scion has one thing on its side in Canada, and that is our penchant for inexpensive small cars with a bit of pizzazz.

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