Toyota’s youth-oriented Scion brand will double down on luring in new customers with the introduction of two new models.
The flagging brand announced Wednesday that it planned to debut the iM hatchback and the iA sedan ahead of the New York Auto Show on March 31.
“We’ve been eagerly waiting for this moment and are excited to introduce our new Scions in New York,” said Scion Vice President Doug Murtha. “These cars represent the evolution of Scion and are kicking off a new wave of momentum for the brand.”
The iM will be a small hatchback/station wagon mashup based on the existing Toyota Auris that’s already sold abroad. Powertrain details will be announced during its debut, but the iM is expected to have a naturally aspirated four-cylinder engine and front-wheel-drive. Scion debuted a concept of the iM at the L.A. Auto Show in November.
The brand will also debut the iA, a subcompact sedan. The iA will be the first sedan from Scion, and it’s largely based on the next-generation Mazda2 hatchback, due in 2016. This means it should come with Mazda’s SkyActiv 1.5-liter four-cylinder engine, an automatic transmission and front-wheel-drive.
In keeping with the value-oriented ethos of Scion, the brand is keen to keep both new models affordable.
“Both the iM and the iA are tremendous additions to our lineup and will appeal to young people with different perspectives and needs,” Murtha said.
Scion could use the help. Sales in 2014 were down more than 15%, after falling 7% in 2013 -- despite impressive sales gains by Toyota as a whole.