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I’ve only had one opportunity to drive Toyota’s youth-oriented brand, the Scion. And that was a pre-production xC model some years ago. However, I’ve witnessed the loyalty Scion has inspired among its young owners - something akin to the cult following the original Saturn had before becoming mainstream GM. So when given the opportunity to get behind the wheel of the newest Scion model, the xD, I jumped on it - in spite of it not being my usual reader demographic.
The 2008 xD is actually a revamped version of the least popular Scion, the xA, 5-door hatchback. The xD is more powerful, rides on a new platform and sports larger wheels, updated styling and more standard equipment than the xA.
Young drivers know Scion. The brand was launched only five years ago by Toyota as a way to attract new, Gen-Y and Millennial buyers to the brand. Despite its reputation for quality and durability, Toyota was rightfully worried the upcoming generation would blow off Toyota because of its conservative image.
It’s masterful marketing strategy was to only advertise Scion where Gen-Y and the Millennials live - online, at concerts, etc., and create the buzz - never mentioning the Toyota name, but selling the new brand at Toyota dealerships. It worked. Scion’s small, 4-cylinder front-wheel-drive cars now boast the youngest driver median age in the industry - 30. The good news is 80 percent of those buyers are new to Toyota. Scion has cultivated a loyal following among diverse urban youth with interests in music, art, and most importantly, style.
And style is what Scion is all about, offering personalization and customization options at a level that far exceeds anyone else. In fact, the average Scion transaction involves more than $1,000 of custom accessories, including things like wheels, sport pedals, and LED taillights, right down to the shift knob. Young Scion buyers hip to the brand and all the cool stuff available to personalize it, won’t see the xD as an inexpensive, little car, but as a nimble-handling, easy-to-park, blank canvas on which to make their own style statement. Massive personal customization, as well as a no-haggle pricing policy, makes buying a Scion downright fun.
Walkaround: The most popular Scion - the small, tall, boxy van/wagon xB - is the icon of the Scion brand. The xD looks like a mini-version of it. End of story.
Interior: Seats have a comfortable, foamy feel to them. They’re not exactly plush, but do boast attractive materials. The 60/40 split back seat in the xD is certainly cozy for three adults, but everyone - front and back - sit comfortably high from the pavement. Overall, the xD is roomier inside than the xA.
One change is that instrumentation is positioned in front of the driver, not up on the middle of the dashboard as it was in the xA. Although the xD’s gauges are in the usual spot, they’re somewhat unusual in that the speedometer and tachometer share a single round dial.
Standard features include cruise control, curtain airbags and side, seat-mounted airbags. A healthy-sounding Pioneer audio system with six speakers, iPod adapter and auxiliary input are standard as well, although both a subwoofer and satellite radio are optional.
Under The Hood: The Scion xD features a 1.8-liter four cylinder, that puts 128 ponies to the pavement, with 125 lb-ft of torque at 4400 rpm. That’s a major improvement over the xA’s 103-horse, 1.5-liter four. Transmission choices are a four speed automatic or a 5-speed stick, which is what came in our test vehicle.
Behind The Wheel: Overall, the xD is reasonably surefooted, and handles pretty well. I did notice some road noise from the 16-inch tires (up from 15-inchers on the xA) inside our test xD.
The extra horses and increased torque help get the 285 additional pounds the xD weighs, moving. At 27/city and 33/highway, the xD’s fuel economy rating is lower than the 32/37 rating for a manual-transmission xA. The big drop is mostly because 2008 cars are subject to new government fuel economy calculations. While the xD is heavier than the xA, it also has a larger 4-cylinder engine as well. But the xD still ranks among the most fuel-efficient cars you can buy.
Whines: I had some difficulty working the recline lever for the back seat. It reclines a full 10 degrees, but I wound up getting out of the car to work the lever at the top side of the seat and adjust the recline angle before getting back inside. Also, the engine can sound a little whiny when pushed.
Bottom Line: The odd-looking Scion xA is history. The new xD, which looks like a mini xB, with a larger, 4-cylinder powerplant, added safety equipment and more standard features, is the new kid on the block. At a little over $14,000, as our test model was priced, and with Scion’s ability to massively accessorize and personalize, it should become a popular addition to a lineup that is already a much larger statement about personal style than it is about anything automotive - in spite of very quietly possessing Toyota’s renowned quality and reliability.
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