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Toyota youth brand tries to make tC more sporty

Mar. 29, 2013 @ 06:59 AM

NEW YORK — Scion, the brand that Toyota created 10 years ago to attract young buyers, is trying to evoke a sportier image with a new version of the tC coupe.

The 2014 version of the car was unveiled Thursday at the New York International Auto Show. The tC coupe accounts for 40 percent of Scion’s sales.

Toyota says the new tC’s styling is more aggressive. The old coupe looked sporty but wasn’t viewed as a much of a performance car.

The engine stays the same, but the tC gets an updated six-speed automatic transmission that changes gears almost twice as fast as the old model, Scion says. The suspension also gets stiffer with stronger stabilizer bars for better handling.

The median age of a Scion buyer was 37 last year, the lowest in the U.S. and far below the industry norm. The average buyer of a new car in the U.S. last year was 52, according to the TrueCar.com auto pricing site.

Scion is still a relatively small seller for Toyota. Sales of Scion’s six models rose to almost 74,000 last year. By comparison, Toyota sold more than 400,000 Camrys. Through February, Scion sales were up a healthy 17.3 percent, according to Autodata Corp.
 

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