Born in Japan and raised in Europe, the 2016 Scion iM is primed to make its North American debut. Ready or not, this multicultural hatchback is on its way, but are company executives off their rocker thinking it’s a legitimate rival to established nameplates?
Old (World) Meets New
Essentially a rebranded version of the Toyora Auris, which went on sale in the old world earlier this year, Scion’s iM targets buyers younger than 35 like Kim Jong-Un’s artillery zeroing in on Seoul. Per usual, the capital T’s youth-focused brand aims to attract this coveted demographic with a unique buying process and customization options.
Arguably hip, young individuals are the folks this practical hatch is made for, be they aspiring ragtime musicians, freelance baristas or even recent college grads with degrees in interpretive pottery. According to Scion, the iM offers these cool customers sporty styling and dynamic handling wed to exceptional value, a blend of attributes competitors like the Ford Focus, Volkswagen Golf or Mazda3 may not offer.
Read the complete Scion iM Review at AutoGuide.com