2016 Scion iA and iM
Scion doubles down with all-new subcompact offerings
By Dave Boe
Grand Rapids, Mich.- The upstart Scion automotive brand debuted in 2003 bent on capturing a younger-demographic car shopper and keeping them comfortably ensconced within the extended Toyota family for the long run. The first sales wave of compact-sized Scions started along the left coast of the U.S. in 2003. Eventually Scion showrooms spread across the entire U.S. planting roots in the Midwest by 2005. Four-cylinder fuel-conscious Scions bunk together within a majority of Toyota franchises throughout the greater Chicago area.
While the under 45 demographic remains a prime target, Scion regards itself as an equal-opportunity marketer, eager and more-than-happy to connect with any aged buyer seeking modestly-priced, feature-rich transports.
Two all-new front-wheel-drive models reach Toyota/Scion dealers on September 1 in time for Labor Day sales fiestas; the 2016 iA sedan and 2016 iM five-door hatchback. They join two returning models for 2016: the rear-drive FR-S two-door coupe and tC front-drive coupe.
Like all Scion predecessors, factory options are kept to a minimum streamlining the purchase process. Decision-making is largely limited to exterior color and transmission preference. However, personalized accessorizing is encouraged. An enticing array of dealership-ready add-ons await including body side moldings and rear bumper protectors. It's not uncommon for intrepid do-it-yourselfers turn to aftermarket opportunities for self- expression.
It took 13 years, but Scion finally carved out room in its model portfolio for its first four-door 'conventional' sedan, albeit in partnership with a fellow Japanese rival. Scion's iA is built in Mexico at a Mazda factory alongside the totally redesigned 2016 Mazda 2 subcompact; not a bad bunk mate. Mazda's well-earned reputation for sporty suspension and youthful 'zoom-zoom' appeal merge quite nicely with Scion's own mission statement.
And Mazda's providing the all-new 2016 Scion iA elbow room galore here in the States. While Mazda 2 first began U.S. sales back in the 2011 model year, the company announced that next-generation Mazda 2s will bypass U.S. showrooms in 2016. Instead, focus shifts towards emerging world markets, at least for the short term.
This is not the first time Scion shared assembly line time and badging with a home-town competitor. Since the 2013 model year, Scion's two-door FR-S developed in tandem with Subaru's BRZ, benefitting both manufacturers thanks to management of scale.
Without profit-rich pickup trucks or large sport utilities dotting the lineup, Scion's learned to micro manage all facets to squeeze out maximum potential earnings while simultaneously appealing to price-sensitive shoppers.
Both 2016 iA sedans and iM hatchbacks tempt potential buyers with sub-compact pricing and fuel-sipping characteristics. The Japan-built iA sedan starts at $15,700 with six-speed manual transmission and $16,800 with six-speed automatic. In addition iA delivers fuel economy numbers surpassing the coveted 40 mile-per-gallon signpost without price-inflating hybrid underpinnings. With six-speed manual, expect 31 mpg city and 41 mpg highway. Those figures grow to 33 city and 42 highway with automatic transmission.
Scion's versatile five-door iM hatchback checks in $18,460 with six-speed manual and $19,200 with highly stylized continually variable transmission (CVT). The 1.8-liter four-cylinder delivers 27 mpg city and 36 mpg highway with manual transmission. Add one mile for each category with CVT.
Engines work tirelessly and their dutiful efforts are audible, most notably when pushing the accelerator pedal to the metal. The iA sedan's 1.5-liter four cylinder delivers a rather meager 106 horses; but gets offset by its feather-lite 2,385 pounds. The iM hatchback's 1.8-liter four cylinder ups the horsepower anti to 137. Road manors remain remarkably smooth for both despite a small wheelbase (distance between front and rear axle) which can at times influence ride feel.
Distinguishing Scion's subcompact iA from the identically-sized four-door Mazda 2 starts and ends up front. While Mazda 2 carries on its family's 'Cheshire Cat' smiling grille, Scion iA chooses a bolder route; an overstated, hexagonal-like impression, hard to ignore in a rear-view mirror. It's a polarizing choice not dissimilar to what Toyota's upscale Lexus division has going on with its large 'spindle grille' now showing on most newer-model Lexi. Like it or not, the design evokes dialogue.
Open the iA's trunk, and 13.4 cubic feet of space awaits, a number rivaling next-size-up compact sedans. Both iA and iM enjoy comfortable front bucket seats with acceptable headroom with 60/40 fold down second row backrests opening up room to the trunk or hatch areas. As with most subcompacts, vertically-gifted riders will experience limited leg room in the tightly-spaced second row.
Of the two, the sportier-looking iM five-door hatchback incorporates more Toyota/Scion/Lexus DNA including a cruise-control appendage at 5-o'clock on the leather-wrapped manually tilt-and-telescoping steering wheel, dual-zone climate controls, six Pioneer speakers and bold, three-dimensional-like exterior tail lights with light-emitting diode (LED) hardware. This rear housing is similar to what Lexus' new NX compact crossover sports. The iM's long, narrow hatch window gets outshined by those notable tail lights.
The iA sedan's dashboard remains smooth and Spartan in areas, while iM gets creative with thick padded trim framing the upper glove box region, curving down below lever-like ventilation controls. Also inside iM borrows identical audio speakers from the Lexus NX five-door.
Not surprisingly, other Mazda family nuances creep inside the iA sedan including three nice-sized dials to monitor ventilation functions and a seven-inch multi-function color window extending up from the center dash, resembling a scaled-down flat screen TV. A recently tested 2016 Mazda 6 mid-size sedan included the same panel set up which controls remotely from a circular dial between front bucket seats. The iM hatchback also includes a seven-inch screen, but opts for an in-dash touch variety. While iA sedans feature newer tech electronic push-button start, iM goes with a mechanical key twist for engine turn over.
Moving the purchase process forward are designated Scion 'Ambassadors,' dealer associates dedicated to Scion intenders. "My passion for cars led me to Lombard Toyota/Scion seven years ago, "said Shannon Mandeldove, a youthful 30-something family man spearheading Ambassador and internet manager duties.
"Scion's continually searching for grass-roots marketing opportunity with purpose," Mandeldove added. "Lombard Scion worked with Glenbard East students and advisers, underwriting $5,000 to safely transport prom participants to an off grounds post prom event, reinforcing a 'celebrate responsibly' message to an audience just entering that life phase."
Finite marketing dollars get streeetched as well. Both iA and iM share promotional time together in a single nationwide campaign. Expect much of the effort streaming online and additional experiential, hands-on event marketing outside mainstream media outlets.
Pure pricing also sets the Scion experience apart. Each Scion dealership sets their own one-price post for all vehicles easing 'negotiating anxiety' during the purchasing phase. While this dollar figure may differ slightly from the manufacturer's suggested retail price in national campaigns (or in this article), each dealership determines their own set price.
Finally, each new vehicle sold includes a no-cost two-year maintenance plan and two years of 24-hour roadside assistance. Couple this with an impressive list of standard equipment and iA and iM remain tempting choices when stacked against subcompact competitors including Nissan's Versa or the Chevrolet Sonic and what's offered in the used-vehicle market.
At A Glance
iA Starting Price: $15,700
iA Engine: 1.5-liter four cylinder
iA Horsepower: 106
iM Starting Price: $18,460
iM Engine: 1.8-liter four cylinder
iM Horsepower: 137