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Scion pondering move upmarket?

Scion is simultaneously celebrating its ten-year anniversary with the 10 Series models and trying to figure out what to do with itself over the next ten years. Once a go-to consideration for young, first-time buyers who wanted something cool and different, in 2013 it has a model everyone is still talking about in the FR-S, a model few are still talking about in the iQ, and three models in between in the tC, xB and xD that make everyone wonder, "What happened?"
Automotive News spoke to Toyota's North American CEO, Jim Lentz - he was the VP in charge of Scion when it launched - about the options, and Lentz said one of them could be a move upmarket to challenge the established luxury brands that are moving downmarket. "There's going to be a big need in the $25,000 range for a fun-to-drive, nice-looking, value-oriented product," he said, and the FR-S, which starts at $25,255, could provide the platform for Scion to climb up a notch or two in price and perception. An idea like this could conceivably work in tandem with a proposal to move entry-level Scion products over to the Toyota brand - but remember, this is all just ideas on a whiteboard at the moment.
As opposed to an "entry-luxury fighter," the brand could swing back to the other option that was considered when it was formed, directly challenging the Korean makes that have usurped its cachet with first-time buyers. Lentz said Scion could go either way, and the tone of the piece seems to indicate that the final direction is still a ways away from being resolved.

FR-S with Targa-style top leads Scion's SEMA brigade

The Scion brand seems to be a bit rudderless in the auto industry at the moment. The company just doesn't seem to know what audience it wants to appeal to. For this year's SEMA Show in Las Vegas, the automakers is kind of just going wild with bizarre customs like a turbocharged FR-S with a targa top (pictured above).
Taking the roof off of a FR-S isn't an entirely new idea, but this targa-top version at SEMA is certainly a new take. In addition to just chopping a panel out of the roof, the custom also adds a louvered rear window in an especially cool touch that lends an '80s coupe vibe. To take the wild look even further, the car wears a bespoke wide body kit with an integrated rear spoiler and center-mount exhaust, and all of the bodywork is done in metal. Being for the premiere aftermarket show, performance also has to play a role, and the upgrades include a Greddy turbo kit, coil-over suspension from KW and big brakes from Wilwood.
If the FR-S seemed just slightly inspired by the '80s, the xB for the show goes for a look that's a decade older with inspiration from '70s conversion vans and skateboarding. With design help from skateboarder Riley Hawk, the custom is painted in shades of groovy earth tones with bubble windows in the rear, and the cargo box on the roof stores skateboards. The interior features touchstones of the time with a mix of wood-grain trim, shag carpet and comfy brown leather.

Toyota FT-86 Open Concept would make a mighty fine droptop FR-S

There's nothing wrong with going topless. And Toyota is proving that its FT-86 (read: Scion FR-S/Toyota GT86/Subaru BRZ) coupe is just as excellent with its roof removed. It may only be a concept, but this FT-86 Open previews a new droptop from the Japanese automaker to round out the Toyobaru sports car family. We're finally getting the chance to see the open-air FT-86 in person here at the Geneva Motor Show, and we're already yearning to take it canyon-carving.
Interestingly, the FT-86 retains the Toyota coupe's two-plus-two seating arrangement (we'd prefer a proper roadster setup here), but things still look good for this droptop two-door. We'll be curious to see how the car looks with its folding soft top in place (operated by fancy-shmancy electronics, by the way).
As for production intent, rumors have been flying about a production Scion FR-S convertible, but until we hear it directly from Toyota. Consider our hopes in check but our fingers crossed.