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 vehicles are preferred, edgy – some people would say hideous – and have given Toyota a vital toehold with young buyers. GM, Ford, and Chrysler are getting ready to make a response to Scion, but in different ways. GM is intending to import more vehicles from its Daewoo subsidiary while Ford and Chrysler are anticipated to build all new Scion fighting autos in Mexico, excellent news for motorists looking for affordable and quality vehicles. Let’s have a look at what’s coming down the pike.
For the record, Scion isn’t the sole car made for the Generation Y crowd. Honda’s Part and soon to be released Fit subcompact are Scion competitors while the Chevy Cobalt, Dodge Caliper, and Saturn ION are also aimed toward fresh drivers. With that being said, Dodge [Chrysler] and Ford must reply and it appears that both automakers will be fielding Scion fighters within the next 2 years.
The Dodge Hornet
Lo and behold, Dodge is nearing the finalization of its plans to build the Dodge Hornet. According to industry sources including Edmunds, the Wasp will be based on the VW Polo, a subcompact auto built by Volkswagen and preferred in the ECU market. This deal is amazing 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 company has excess capacity and the cost advantage that no Yankee producing 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 predicted to use the Polo’s 1.6L engine and be twinned with a VW transmission. Beyond that, look for the automobile 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 Bronco
Don’t expect Ford to chill and watch from the sidelines as the market trends toward more Scion-like automobiles. In 2004 a concept Ford Bronco, taking styling cues from the 1966 Bronco wagon, made its appearance at car shows. Now, Ford would appear good to go ahead with the Bronco which will be built in Mexico.
Featuring a boxy design, the Bronco will be similar in design to the xB and to the Hornet and will likely be built on the current Fiesta platform to hold costs down. Indeed, Ford hopes that a budget Bronco will sell for less than $10,000 as it battles inexpensive imports predicted from China as well as other Generation “Y” automobiles on the market.
Yes, the automobile wars never end and more battles are certain to ensue. Both Nissan with its Versa and a tiny 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.
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