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Toyota Hopes new 2011 tC will boost Scion Sales

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On: Tue, Sep 21, 2010 at 9:52AM | By: Sherry Christiansen


Toyota Hopes new 2011 tC will boost Scion Sales

Scion’s VP announced recently that the new redesign of Scion tC coupe could potentially “double sales and breathe new life into the struggling youth-focused brand.” Next year Scion is hoping to sell between 35,000 to 45,000 units of what the Toyota owned company is calling “more-powerful coupes in 2011.”

Scion posted sales of 18,000 tC units last year, down 56% from the previous year, after a peak of 79,125 units sold in 2006. According to The Bloomberg news, the most recent forecast from Hollis came in below that of 40,000–50,000 reported in March.

The tC model has accounted for more than 41% of Scion’s overall sales for the past 6 years since it was first introduced; Scion is depending heavily on a strong future market for the 2011 tC model.

So far this year, sales of the coupe have followed suit with many other brands in that numbers have fallen—down 36% through the end of August for a total of only 8,848 vehicles sold in 2010, so far. But according to Hollis “the slide is typical for a sporty subcompact car late in its product life cycle.” He cited unemployment in the 26-year-old age group that is double the national average as one reason for decreased sales, as the Scion has sucessfully appealed to that younger market. Hollis stated: “I think we're kind of timed right for this, where hopefully the unemployment rate will turn here at the beginning of the year.”

With so much riding on the success of the tC model, Scion has put a lot in to refreshing the 2011 version. Changes such as an updated 2.5 liter engine with an additional 19 hp, which can be expected to reach 0-60 in 7.6 seconds (for the six-speed version), and 8.3 seconds (about a second faster than last year’s model) for the automatic transmission option.

The 2011 tC, which was first unveiled at this year's New York auto show, also gets better handling as well as vehicle stability control, brake assist, and other updated safety features. The starting price is $18,995 for the manual transmission and $19,995 for the automatic, which is nearly $1,200 more than this year’s Scion tC sticker price.

Hollis stated: “We're moving into a sport subcompact segment where you really haven't had a new entry in a couple years.”

Toyota is planning the biggest marketing campaign in the history of Scion with a future commercial spot on ESPN’s Monday Night Football.


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