Toyota Scion is coming to Canada!

After years of analysis and market research, Toyota Canada has announced plans to introduce the Scion brand to Canada in 2010.

Following the model in the United States, Scion will be established at select Toyota Dealer locations, using a "store within a store" concept, and will be rolled out in phases, starting with launches in Montréal, Toronto and Vancouver in 2010 and followed by other Canadian urban centres. More information is available at www.scionnation.ca.

"The critics and public has been asking us for years about Scion and as we've said right from the time it was introduced in the United States in 2003, 'we're studying it all the time and when the time is right, we'll make a decision,'" said Stephen Beatty, Managing Director of Toyota Canada Inc.

"Well, and everything aligned to make it the right time to bring Scion to Canada."

That alignment, says Beatty, revolved around three important factors -Generation Y becoming an increasingly influential force in the market place (some six million potential drivers will be looking at new vehicles in the near future), the marketplace's becoming more receptive to smaller, stylish, fuel efficient vehicles, and a buyer desire for leading edge design with increasing levels of personalization.

"Scion is a unique brand, yet still a member of the Toyota family so it benefits from the same high standards as our Toyota and Lexus lines," added Hutchinson. "As such, Scion will be an important avenue through which we reach new drivers - those who represent the greatest future growth of the market - and give them the opportunity to experience, first-hand, Toyota's reputation for quality, fuel efficiency, safety and value."

Despite their low price points, Scion models don't come bare bones, which should also suit Canadian buyers who tend to spend more on options and accessories on average than American consumers. Models arriving in 2010 will feature standard air-conditioning, cruise control and high-grade audio/communication systems while the brand's a la carte option program will let buyers pick and choose between options best suited to their wants and needs. Everything from custom alloy wheels, shift knobs and sport pedal systems will be offered, as well as Toyota Racing Development (TRD) components to spice up performance. Satellite radio will also be on the options list.