The whole "Scion caters to youth thing" is a joke. That's only true of the tC and first-gen Scions, in my experience.
The first-gen xB and xA did cater to youth to a certain degree, because they were cheap, light (so they could handle if you modded them), and most importantly, could easily accept JDM performance parts. That's why the 2 Fast 2 Furious crowd loved modding them to death. But even with the first-gen cars, a whole lot of xBs sold to small businesses, not hip urban youth. The computer techs who do work for my law firm drive a fleet of xBs, probably because (1) they're cheap to buy and fuel, (2) they're reliable, (3) they've got a lot of usable interior space, and (4) they're distinctive when painted up with the company logo. Scion doesn't dwell on this segment of their sales, because it doesn't fit their image, but it's a huge part of xB sales.
The second-gen xB and xD have been Toyota-fied so much that they've lost any sort of youth appeal. The second-gen xB is five hundred pounds heavier, more expensive, and more refined. It can no longer accept JDM performance parts. I mostly see soccer moms driving it as a "more hip" (in soccer mom terms) alternative to a Matrix. The xD's gone in the same direction from the xA, though not as far. My sixty-year-old mother drives an xD as an urban runabout when she doesn't want to use her Outback H6. Seriously. Sorry, folks, the hipness is gone.
The ONLY thing that could save Scion's hipness, in my opinion, is a RWD Toyobaru coupe. Or at least a new-gen tC that's a proper sport-compact and can run with cars from the Civic Si to the Cobalt SS to the GTI.
