Toyota's Scion brand has been a runaway hit for the Japanese automaker ever since being launched in 2003. Designed to appeal to Generation "Y" buyers, the automobiles are preferred, edgy - some people might say ugly - and have given Toyota an important toehold with young buyers. GM, Ford, and Chrysler are making ready to respond to Scion, but in different ways. GM is intending to import more vehicles from its Daewoo subsidiary while Ford and Chrysler are predicted to build all new Scion fighting automobiles in Mexico, good news for motorists looking for reasonable and quality autos. Let's have a look at what's coming down the pike.
For the record, Scion isn't the sole auto made for the Generation Y crowd. Honda's Component and shortly to be released Fit subcompact are Scion competitors while the Chevy Cobalt, Dodge Caliper, and Saturn ION are also directed toward youthful drivers. With that being said, Dodge [Chrysler] and Ford must respond and it would appear that both automakers will be fielding Scion fighters within the next 2 years.
The Dodge HornetLo and behold, Dodge is nearing the finalization of its plans to build the Dodge Hornet. According to industry sources including Edmunds, the Hornet will be based on the VW Polo, a subcompact auto built by Volkswagen and favored in the EU market. This deal is astounding as Volkswagen and Mercedes [a DaimlerChrysler division, as is Dodge] compete fiercely, especially in Europe. VW has a plant in Mexico that likely will produce the Hornet as the Firm has excess capacity and the cost advantage that no Yankee manufacturing plant can offer. For its part, VW gets to sell rebadged versions of the Dodge Caravan minivan.
If based on the Polo, the Hornet is anticipated to use the Polo's 1.6L engine and be paired with a VW transmission. Beyond that, look for the auto to be closer in appearance to the Scion xA design, sport a 5 door hot hatch design, and seat 5 passengers. Now , the xA sells for just over $13,000, so expect the Dodge to challenge at or below the Scion price.
The Ford BroncoDon't expect Ford to chill and watch from the sidelines as the market trends toward more Scion-like autos. In 2004 an idea Ford Bronco, taking styling cues from the 1966 Bronco wagon, made its appearance at auto shows. Now, Ford would appear good to go ahead with the Bronco which will also be built in Mexico.
Featuring a boxy design, the Bronco will be similar in design to the xB and to the Hornet and will probably be built on the current Fiesta platform to hold costs down. Indeed, Ford hopes that a budget Bronco will sell for under $10,000 as it battles cheap imports predicted from China as well as other Generation "Y" automobiles on the market.
Yes, the car wars never end and more battles are sure to ensue. Both Nissan with its Versa and a little Toyota by the name of Yaris will shortly be released and competing on the market before the Hornet and Bronco arrive in 2008 as 2009 models.
