Since its 2003 launch, Toyota’s Scion brand has resonated strongly with younger buyers. Its distinctive, sometimes polarizing designs have given Toyota a firm foothold in the Generation Y market. Now, GM, Ford, and Chrysler are developing their responses to Scion’s success.
While GM is increasing imports from its Daewoo subsidiary, Ford and Chrysler are reportedly planning all-new, Scion-fighting vehicles to be built in Mexico. These vehicles aim to provide affordable and stylish options for budget-conscious consumers.
Scion isn’t the only brand targeting this demographic. Models like the Honda Element and the upcoming Honda Fit also compete for the attention of young drivers. With this in mind, Dodge and Ford are poised to introduce their own Scion alternatives within the next few years.
The Dodge Hornet is nearing its final design phase. Industry sources indicate it will be based on the VW Polo, a popular subcompact in Europe. This collaboration is noteworthy, considering the competition between Volkswagen and DaimlerChrysler. VW’s plant in Mexico is a likely candidate for Hornet production, offering cost advantages. In return, VW may sell rebadged versions of the Dodge Caravan minivan.
If based on the Polo, the Hornet will likely utilize its 1.6L engine and VW transmission. The design is expected to resemble the Scion xA, featuring a five-door hatchback layout with seating for five. With the xA priced just above $13,000, the Hornet is expected to compete at or below that price point.
Ford isn’t standing idle. A Ford Bronco concept, inspired by the classic 1966 model, debuted in 2004. Ford is now proceeding with the Bronco, also slated for production in Mexico.
The Bronco will feature a boxy design, similar to the Scion xB and the Hornet. It’s likely to be based on the existing Fiesta platform to minimize costs. Ford hopes the budget-friendly Bronco will be priced under $10,000, competing with inexpensive imports and other Generation Y-targeted vehicles.
The automotive market remains fiercely competitive. The Nissan Versa and the Toyota Yaris are also entering the market, creating even more choices for consumers before the Hornet and Bronco arrive as 2009 models.