So Who Exactly Buys A Scion iQ Minicar? Now Toyota Knows

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So Who Exactly Buys A Scion iQ Minicar? Now Toyota Knows

Antony Ingram

1,618 views May 9, 2012

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Scion has revealed that as much as 60 percent of Scion iQ buyers are new to Toyota, fulfilling Scion's brief of drawing in younger buyers.

The figure is important for Toyota, as the hardest part of selling cars is often attracting buyers to the brand. With the cheap, entry-level iQ model in the Scion range, Toyota is hoping that buyers will move on to a Prius or FR-S sports car, and eventually on to a Lexus.

“One of Scion’s main goals is to be a laboratory inside Toyota, a lab to attract new buyers,” explained Jack Hollis, vice president of Scion.

According to Wards Auto, Scion sold 3,733 iQs from October to April. That's not a huge number in itself, but sales have begun to pick up and typically falling either side of Scion's 1,000 cars per month target.

A smart aftersales package of two years free maintenance and three years roadside assistance are helping sales, as is strong value and gas mileage of 37 mpg combined. Unique incentive deals like free PlayStation Vitas probably don't hurt, either.

Scion isn't just stopping with sales, either. Car-sharing schemes will also be a good way of introducing new buyers to the brand, and the company is currently evaluating the options.

Hollis has spoken with Zipcar, but hasn't confirmed any partnership as of yet. Scion is still looking into suitable markets, and how partnering with a car-sharing company might benefit both brands. The company isn't planning to do any short-term trials, preferring a long-term commitment to any decision. Scion acknowledges that car-sharing is currently popular with young drivers--exactly the sort of potential buyers Scion wants to attract.

Attract the right buyers early on, and you may have already sold them a 2040 Lexus luxury car...

Why not head over to our full review of the 2012 Scion iQ for more information on Scion's baby?

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“One of Scion’s main goals is to be a laboratory inside Toyota, a lab to attract new buyers,”

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Comments (9)

Don Gatewood Posted: 5/9/2012 1:17pm PDT

I have the Toyota IQ version and absolutely love it. The IQ replaced a Smart cabrio and rides better,is more manouerverable with a phenomenally short turn circle and seems more planted on the road.I found the Smart steering heavy and slow geared around town but the electric power assist on the Toyota is perfect,it has a quicker ratio and is speed sensitive. The UK version has climate control,rain activated wipers,electric folding heated mirrors,auto up/down windows,leather int,dusk activated headlamps,smart entry and start system,front/rear park sensors,CVT,blue tooth,etc. Toyota aimed at mature customers wanting a second or luxury city car exempt from road tax and the London congestion charge.

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Neil Blanchard Posted: 5/10/2012 3:44am PDT

I wish they had the 1L 3 cylinder engine available here in the USA, too. And the 6-speed manual would be cool, as well. Then mileage above 50MPG would be a cinch.

I love that it fit 3 tall adults. This would be ideal for me, or my spouse.

Neil

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Don Gatewood Posted: 5/10/2012 1:42pm PDT

Hi Neil, my car has the 3 cyl with CVT and its very refined in this combo. Extremely high geared in top ratio, around 2200 rpm at seventy and returning 50 mpg imp per tank local running which is identical to my previous Smart. I believe it will do 60 to 65 mpg on a run will soon see.
James thinks its perfect for kids,thanks James I need something to make me feel younger:)

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James Davis Posted: 5/10/2012 5:50am PDT

It would be perfect for college kids, but there is something troubling me about this article. Maybe you should correct this spelling error: Scion is still lookijng into suitable markets,

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John Voelcker Posted: 5/10/2012 7:50am PDT

@James: Fixed it. Thanks for catching the typo.

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Charles Ellis Posted: 5/12/2012 8:03pm PDT

What a dump of a car. They should have sent us the Aygo! Eco version only. Cheap and stripped. Would have sold better than 500 per month.

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John Voelcker Posted: 5/13/2012 6:18am PDT

@Charles: The Toyota Aygo is a completely different car from the Toyota/Scion iQ. The Aygo is a Europe-only minicar that shares the structure of the Peugeot 107 and Citroen C1. The iQ, on the other hand, is a global Toyota design whose only other iteration is the Aston Martin Cygnet.

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Charles Ellis Posted: 5/13/2012 9:55am PDT

@Voelcker: I just feel like the Aygo would have been a much more practical car than an iQ. Four doors, four seats. Hatch in the back. Too bad Europe and the US are not on the same page for safety standards. I had a feeling when I heard Toyota was going to send the iQ to the US that it would not sell as well as they hoped. I even sent them an email telling them not to do it(and they replied back!). I just don't know what Toyota is thinking. Why would the masses want a car this small for so much money? It's a no-brainer. It just will not sell.

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Don Gatewood Posted: 6/21/2012 8:35am PDT

@Charles Ellis, when you say the masses do you mean the over 50% of the worlds population that now reside in mostly "crowded" cities ? I would thought the smaller footprint the better.Psychology also is at play here and I'm confident a lot more would find the IQ suitable for their needs if they would try it for a while just as some EV users are finding limited range acceptable.Of course there are those needing more space and there are plenty of cars for them but the Smart and IQ are the "only" two in the true city car class so what's the gripe?

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