To me, that is exactly what killed Scion. They kept making cars that could be described by that sentence.

I will admit to loving the xB. It was cool in a quirky way that the Soul and Cube later capitalized on.


The Tc, while maybe lacking the performance to fit its appearance, was a good looking car, and I am always a fan of glass roofs.

And of course the FR-S was the first small, cheap, RWD sports car that wasn’t a miata in ages.

But just about everything else Scion put out was just... unremarkable. Not really bad, not really good, not even memorable.


For a brand that was positioned as cool and edgy and with it and paradigm-shattering, Toyota just couldn’t quite commit. Like a first-time skydiver, they’d hyped themselves up and gotten all the way to the doorway; but then they looked down at the prospect of making fun, engaging small cars and they backed away. They chose the safe, known territory of making numb, inoffensive transportation.

And maybe we’re to blame for that. They made a car that should check a large number of an enthusiasts boxes, and nobody bought one.

Because we figured we’d wait to get a used one, or because we thought a car with similar performance to some of the great sports cars of our era was underpowered (it’s not). Whatever the reason, already disappointing sales have gone even lower.

Maybe I was wrong. Maybe the problem isn’t that Toyota never embraced the enthusiast market, it’s that the enthusiast market just isn’t relevant.