Last month Automotive News published an article titled "Toyota's perky youth brand is adding dealers but losing sales as 2nd-generation models struggle" (we can't link to the article, cause Automotive News doesn't let non-subscribers read their stuff, but someone at VWVortex cut and pasted he full text into the forum.) Then this past weekend the New York Times ran an article called "Cars So Hip That It Hurts." The writer, Ezra Dyer, seemed to feel that the evolution of the xB reflects the change to the brand as a whole:
The old xB was like a newly arrived Japanese exchange student who dresses like Max Headroom and pulls live sea urchins out of his lunch bag, blissfully naïve about his lack of assimilation. The new xB is like the same kid six months later, still unquestionably the product of a different culture, but now self-conscious of that fact and beginning to temper his perceived eccentricities with trips to the Hollister store and the occasional McRib sandwich for lunch. He’s tailoring his persona, but to what end? Is it better to have a smaller group of fiercely loyal friends, or a wide swath of indifferent acquaintances? Is it worse to be polemic or forgettable? That’s what Scion has to figure out.
So is this much ado about nothing, or is there a real issue here? Is Scion having an identity crisis and losing sales as a result?
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