Scion

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Just as Lexus is the luxury division of Toyota, Scion serves as the 'youth' brand, trying to capture buyers interested in something beyond their parents' used Camry. The brand was launched in 2002 with the boxy xB model and small xA hatch leading to a small two-door sport coupe, the tC. No one had tried this before, and it proved to be a quick success. Scion uses an approach relatively unique to the car world. Most models are offered with one trim level, and each unit is differentiated by a large number of specific options rather than packages. These are cheap, small, technologically saavy cars that are easy to maintain, perfect for their target generation.

Scion's longest running model, the xB, is a box on wheels. The super minimalist design struck a chord with buyers early on. The simple shape made for great versatility and i a strong cult following. The xA hatch was replaced with the xD, though the five-door hatch largely fills the same space in the lineup. The miniscule iQ is the ultimate urban car with a wheelbase fit for a shoebox and seating for two behind the 1.3-liter I4 engine. It's a nightmare to drive, though it's very easy to park.

The tC carries on as one half of the brand's sports car lineup, with its peppy 180 horsepower 2.5-liter four cylinder and ample seating for four presumably young people. The new Scion FR-S, which stunned the automotive world upon its release, marks a return to Toyota's affordable sports cars of the 80's and 90's with its 200 horsepower and RWD. The FR-S was developed by Subaru with funding from Toyota and is actually built in Subaru's factory in Gunma Japan alongside the almost identical Subaru BRZ. It has won much praise and numerous awards, and may mark a new direction for the quirky brand.
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