When Scion launched in Canada, the brand set out to reach younger and new to Toyota customers. Five years later, with an average customer age of 37.5 years and 69 per cent of Scion buyers new to the Toyota Canada family, Scion achieved just that. This year, Scion is taking its next step in the brand’s evolution, with a new phase of dealer expansions that includes Bolton Toyota.
The current total of 95 Scion dealerships in Canada will rise to 145 as of July. This means almost 60 per cent of Toyota dealerships in Canada will have dedicated Scion displays – allowing the brand to reach new customers in markets where the brand is not yet available.
This is a great time for Scion in Canada and we’re anticipating a new wave of momentum for the brand”, said Cyril Dimitris, Director, Scion Canada. “Scion is strengthening its commitment to Canada by seeking to engage and connect with customers in different ways, bringing Scion closer to the homes of many Canadians is just the next step.”
Scion has launched five unique models, including the tC and FR-S, as well as the brand new Scion iM, which arrives later in 2015.
The iM is a sleek, fun and versatile five-door hatchback that is perfect for Canadians who value fuel efficiency, sporty handling and loads of cargo room. The “I” stands for individuality and intriguing, and the “M” represents modern, multifaceted and magnetic. The hexagon lower grille, sharp-eyed headlights and side bezels with honeycomb mesh pattern seen also the brand’s FR-S sports car. That aerodynamic expression carries into the profile, which conveys dynamic movement from the lower front to the rear.
The Caledon area has some hills, of course, so it’s handy that the Scion iM comes standard with Hill Start Assist, which prevents roll-back when pulling away on an incline. The Scion iM will inspire its owners with a sense of spontaneity, while maintaining the peace of mind provided by Toyota’s renowned quality, dependability, reliability and safety. The 1.8-litre DOHC engine is eager to rev and very easy on gas. The chassis, with sophisticated double-wishbone rear suspension and standard 10-inch alloy wheels, are ready to smooth out urban bumps and tame adventurous curves.
You could also say “iM” stands for “instant message”, the message being that buyers can now get a fun-to-drive, high-style, high-content hatchback loaded with value. Scion feeds the independent spirit and the desire to stand apart from the crowd – and the Scion iM five-door hatch delivers all that and more.
“We are tremendously excited over the imminent arrival of the Scion brand to Bolton Toyota. There’s a ton of positive momentum surrounding its growth. The edgy and versatile nature of the vehicle design provides a great counterpoint to the more traditional Toyota line-up, meaning we now have a breath of vehicle selection that no other local dealership can match,” enthused Craig Nazare, General Manager of Bolton Toyota. “Those who view the car as a blank canvas are going to be particularly impressed with our dealer-installed accessory selection. Navigation upgrade kit. Bongiovi DPS Acoustics. Cargo Area enhancements. Interior lighting kit. These are just a few ways our customers can make their Scion uniquely their own”, he said.
Not just with the new iM, but across all its vehicles, Scion has a foundation built on passion. Last year, Scion invited its owners to pursue their passions by launching a major brand campaign called “Powering Passion”. Scion reached out to owners in Canada to learn more about the activities they’re passionate about, and the important role their Scion vehicles played in their lives. The stories of six individuals were selected to be showcased – each with a unique story to tell.
In addition, Scion has developed various grassroots programs in the Canadian motorsport and music sectors. This includes scion’s involvement as the title sponsor for Formula Drift Canada, as well as partnerships with Canadian drift drivers. Scion is also active on the music and Canadian cultural scene, supporting emerging music artists through “Scion Sessions” and other events, such as Villa Paradizo music festival in Montreal.
At press time the exact date of the Scion’s arrival at Bolton Toyota was still uncertain, although Nazare said internal meetings to prepare for its arrival have already taken place, and the passion feeling for the brand’s arrival is palpable across the dealership.
Written by John Huckle
With files from Scion Canada and Toyota Canada