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Toyota Debuts the Scion TC
by Jason Rzucidlo
Toyota is looking to reach the key Generation-Y market. Those are kids who are in college and/or just have graduated. The Scion TC will go into production in June 2004.
The Scion TC is the third car from the Scion family. The first two were called the Scion xA and xB. Since kids who are in college do not have a lot of money, the Scion is affordably priced starting at only $12,480.
The TC is brand new. It comes with a whole bunch of cool features. First, it has knee airbags to protect you in a crash along with the steering wheel and passenger ones. It has a six CD changer with XM satellite radio and MP3 playback.
The entire roof of the Scion TC is made of glass. There is one touch button to open the sun roof. The interior design is based on Chinese ricepaper.
The top speed is 140 mph and it has 160 hp. It has a supercharger which can give you a boost to 200 hp. You can get it in one of two ways: five-speed manual or four-speed automatic. It comes with a 2.4-liter four-cylinder engine.
The Scion TC that is displayed at the 2004 Detroit Auto Show was handbuilt. I had the exciting oppoertunity to be the only Journalist allowed to sit inside the Scion TC. I was also shown the engine and the trunk. You can see an exclusive picture below.
Most cars have plastic knobs inside for the radio, and temperate settings. The Scion TC is different, it has metal knobs. They are better because they will not break easily.
Both of the front seats have something that is called "seat memory." Whenever you move your seat in any direction, you can press the button and it will go back to how it was originally. That can be very useful is someone else is driving your car and you wanted it back your way.
The rear seats in the back decline at a 45° angle. They are more comfortable to sit in instead of being straight up. Three people can sit in the back of the car comfortable. The middle seat comes with a 3-point seatbelt.
On the interior, there is an outside temperature display. The AM/FM CD player is illuminated. It will change colors every so often. There are 10 different colors that it can change to.
On the outside mirrors, there are turn signal lights. They are useful to cars that are behind you. I think they look pretty cool myself.
Toyota's goal is to promote this car to Teenagers and people who are in college. I talked to Nick Gismondi. He is a 17-year-old senior in high school and he's working for Toyota. I think the Scion is going to be a popular car among people in the Generation Y market.
The Generation Y market is becoming just as important as the Baby Boomers. By 2010, the Generation Y market will represent 25% of the automobile market. By the year 2020, that number will to up to 40%.
People in the Generation Y like to discover new things like new brands. They are interested in relationships with their friends and family. They like to be trend-setters. Automakers like to think that these people consider their car more than just a ride but an expression of who they are.
An exclusive look inside the new Toyota Scion Tc
AN AMERICAJR.COM EXCLUSIVE PUBLISHED ON 1/8/04.
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