Review: Toyota Scion's iM is snazzy little five-door
MALIBU, Calif. -- If Toyota's Scion division is going to make a comeback -- a daunting prospect at the moment -- the new iM hatchback is just the car that might tip the balance.
The iM is certainly not a breakthrough of any sort, not like the xB was a generation ago when it put Toyota's youth-oriented Scion brand on the automotive map. Rather, it's just the essense of what it takes to win with any product these days, a good value and, as we saw in the hills near here, fun to drive.
Coming to showrooms in September, iM is one of a slew of hot hatchbacks that start under $20,000 -- whether it's the Hyundai Elantra GT or Ford Focus. But where it stands out is in standard features that would cost thousands more on other cars.
They aren't subtle. The iM's body kit, panels that make the car appear to hug the ground and look more aerodynamic are standard. Just as dressy are the 17-inch alloy wheels. Then there are outside mirrors that automatically fold against the body to keep them from being snapped off when the car isn't being driven.
The interior is just as impressive for car at its price level, an interesting of shapes and textures that goes well beyond the utilitarian looks of most cheapo cars.
Given those touches, it's easy to forget the starting price is a mere $19,255 for the stick-shift version, or $19,995 for the one with continuously variable transmission, both including delivery charges of $795.
That compares to $19,625 for rivals like Hyundai Elantra GT or $19,835 for the Ford Focus hatchback, before incentives.
Yet for all the thought that went into trying to make the iM a good value, Scion officials think it will become a hit just because of its sheer practicality. Instead of having two- or three-doors like other cars in the line, the iM has five. (Scion is also introducing its first sedan, the four-door iA.)
"This gives us a car that (has) much broader appeal," says Doug Murtha, who runs the Scion unit in the U.S.
Scion, as a division of Toyota, needs the help. Created more than decade ago as the an attempt to lure Millennials, Scion has had a tougher time lately finding its way. Autodata says sales totalled 24,931 over the past six months, down 18.6% from the first half of last year. before anyone called them that. The brand's three key models collectively had fewer sales than a single Toyota model, the full-size Avalon.
Part of Scion's challenge -- and a factor that Scion hopes to correct with the iM -- is that it's average buyer is getting older. Instead of recent college graduates, Scion thinks the iM will appeal to buyers who average about age 35. The iM is expected to skew more heavily male, with half of buyers likely to be college grads, 40% of them married and and having a median household income of $55,000. Scion is still thinking young, however: It says iM's chief rivals have a median buyer age of 52. Scion thinks it can sell more than 20,000 iMs a year.
On a drive through the mountains around Malibu, the iM performed admirably. It whipped through corners and its 137-horsepower 1.8-liter four-cylinder engine just purred along. We dared to try one with the six-speed manual transmission, fun but only about 10% of buyers will opt for the manual. That said, the short-throw shifter and the clutch were both a little stiff, which appeals to enthusiasts but might be a bit too much to novices.
None of that will matter to the expected 90% who are expected to embrace the CVT. The CVT version is rated at 28 miles per gallon in the city, 37 mpg on the highway and 32 mpg overall. The city and highway rating are 1 mpg higher than the stick-shift version.
All in all, Scion's new iM comes across as a stylish value play, a step up from today's humdrum economy cars. It's sweet spot is sure to be those who want a dependable small car that still has some panache.
What stands out:
Features: Lots of goodies
Looks: Fancy wheels, aero kit
Practicality: five doors
2016 Scion iM
What: A five-door hatchback with style
When? Coming in September
Where? Made in Japan and sold there and Europe as Toyota Auris
How much: $19,255, including $795, in shipping charges for the manual transmission version. Then it's up to $19,995 for the CVT model.
What makes it go: A 137-horsepower, 1.8-liter, four cylinder engine paired with either a six-speed manual transmission or a CVT that gives the sensation of having seven shift points.
How big: 14.2 feet long
How thirsty?: 27 mpg in the city, 36 mpg on the highway and 32 overall for the manual; 28 mpg city, 37 highway and 32 overall for the CVT