Scion Exploring Shift to Premium Products

The FR-S may have changed the direction of Toyota’s Scion brand for ever, though surprisingly, it would not be towards performance machines.

Rather, with the success of the rear-drive sports car Toyota has seen that with the right products it can raise the asking price for Scion models, prompting some within the brand to explore moving it up-market.

According to a new report, a group within Scion wants to attack the premium compact segment with models priced at or below $30,000. Outside the realm of Toyota, that segment is also seen as too down-market for Lexus.

SEE ALSO: Scion FR-S Convertible Previewed

With the FR-S opening the door, a convertible version (previewed in the Toyota GT 86 Open Top Concept) could be the first true step in that direction, likely offering more luxury features with less of a focus on all-out performance.

The feeling isn’t universal, however, with a core group at Scion still opting for the brand’s original youth-oriented direction, following with models like the xB and xD. Those products are near retirement, however, and so a decision about their future and the future of the Scion brand in general are intertwined.

GALLERY: Toyota GT86 Open Top Concept

[Source: AutoNews]

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