The Scion iQ concept highlights the brand’s original bold design concept and, most important, accessory-friendly approach.

SEMA has collected the thoughts of Scion enthusiasts and is seeking commentary from SEMA members. In a multiple-part series, data collected from Scion owners will be presented in the weeks to follow. Members of the trade have the opportunity to weigh in on the results and share insights, commentary or foresight for other readers.

Submissions will be included in a follow-up article in the next issue of eNews, with the purpose of presenting data and creating an open forum for communication.

With the unexpected success of smart’s two-seat subcompact, automakers are beginning to test new waters with concepts, vehicle proposals and foreign-market transplants. Toyota unveiled its Scion-branded iQ Concept car at the 2009 New York International Auto Show to do just that. The purpose was not to issue the final production model but, rather, to measure consumer response.

The concept vehicle displayed was a creation from the design studio of Five Axis, a perennial designer of SEMA Show Scions, Toyotas and Lexus display vehicles.

While the concept is a wild departure from the iQ that is now offered in Japan and Europe, some of the important characteristics remained intact. At just a hair more than 10 feet in length and formatted as a 3+1 (three passengers and luggage), the city runabout aims to meet what the carmaker claims are the transportation needs of young urban trendsetters.

“We believe the Scion iQ micro-subcompact concept is the future of transportation," Scion Vice President Jack Hollis said in a press statement. "If it should join our future lineup, I think it could reach iconic status like our xB. Its styling will attract attention, and if it’s a Scion, you know it’ll be easy to personalize.”

Matching the iconic following of the xB would be good for Scion, but it could spell opportunity for specialty-equipment manufacturers as well. The first-generation “box” was a home run for both parties when it was introduced into North America as a Japanese transplant.

The second generation has yet to carve out the same level of enthusiasm, but if the iQ treads down a similar path as the introductory model, new consumers are sure to follow.

SEMA was fortunate to work with the online community ScionLife to engage their audience and collect their opinions prior to the concept’s release. This brand-specific automotive forum was responsive to the opportunity for a medium to communicate with members of the industry, so much that more than 400 Scion enthusiasts participated during the week they were surveyed.

One of the topics of the survey addressed this potential new Scion entry. Consumers were asked to submit their ratings for given statements. The responses outlined if they would purchase the vehicle and if so, their intention to customize one. When asked if the car would be a success, more than half (55%) agreed that it would, with only a small group (11%) believing that the model would not fare well.

Slightly less than half (47%) indicated that they would purchase one if the price was reasonable, but a significant amount (77%) claimed they would customize it if they bought one. This willingness to personalize has been at the heart of the brand since it was launched and would remain a driving force if the new model comes to fruition stateside.

Current Scion owners would welcome the new model into the lineup. Of those who had interest in purchasing one, the majority (77%) would customize it.

What do you think about these results, news of this concept or simply a new sibling in the Scion family? Leave your comments with a contact e-mail address. — SEMA Research & Information Center

SEMA recently highlighted the market swing from new to used vehicles with industry experts continuing to lower their forecasts as new-vehicle sales fall for 2009. For example, in February, J.D. Power predicted 2009 total new-vehicle sales to reach a mere 10.4 million units, down 1 million units from its forecast of just a month prior.

And in late March, R.L. Polk released results from a survey showing that 70% of consumers plan to purchase a used vehicle for their next ride.

These same consumers surveyed also noted that they plan to keep their current vehicle longer—56.3 months compared to 49 from six years ago. So what does this all mean for SEMA members? Consumers are either holding onto the vehicle they currently own or, if they need to buy another vehicle, may plan to go used instead of new.

	Of those surveyed in 2008, many of the most popular vehicles were utility vehicles and performance cars.

SEMA has been following enthusiast trends for several years via its Automotive Lifestyles Study. Each year, subscribers of automotive enthusiast magazines, as well as visitors to several automotive websites and forums, are rigorously surveyed about automotive and specialty-equipment buying habits.

More than 3,000 enthusiasts have been surveyed each year and the percentage of enthusiasts that originally purchased their vehicle used has grown—72% of enthusiasts drove used cars in 2008, up from 67% in 2007 and 54% in 2005.

In 2009, the trend appears to be continuing. And while it is certainly an unfortunate circumstance for vehicle manufacturers, the good news is that opportunity remains for specialty-equipment businesses. In a recent survey of enthusiasts who purchased a used vehicle in 2008, 38% attributed their main motivation to being “cost/price.”

Of this group, nearly six out of 10 (57%) purchased custom parts or accessories. When asked how much money they had spent during the course of the year, the average amount was $1,375/person, just slightly below the traditional average. Even though consumers are shifting their spending away from new vehicles to used ones, their priorities for personalizing their vehicles appears to be unwavering. — SEMA Research & Information Center

SEMA recently highlighted the market swing from new to used vehicles with industry experts continuing to lower their forecasts as new-vehicle sales fall for 2009. For example, in February, J.D. Power predicted 2009 total new-vehicle sales to reach a mere 10.4 million units, down 1 million units from its forecast of just a month prior.

And in late March, R.L. Polk released results from a survey showing that 70% of consumers plan to purchase a used vehicle for their next ride.

These same consumers surveyed also noted that they plan to keep their current vehicle longer—56.3 months compared to 49 from six years ago. So what does this all mean for SEMA members? Consumers are either holding onto the vehicle they currently own or, if they need to buy another vehicle, may plan to go used instead of new.

	Of those surveyed in 2008, many of the most popular vehicles were utility vehicles and performance cars.

SEMA has been following enthusiast trends for several years via its Automotive Lifestyles Study. Each year, subscribers of automotive enthusiast magazines, as well as visitors to several automotive websites and forums, are rigorously surveyed about automotive and specialty-equipment buying habits.

More than 3,000 enthusiasts have been surveyed each year and the percentage of enthusiasts that originally purchased their vehicle used has grown—72% of enthusiasts drove used cars in 2008, up from 67% in 2007 and 54% in 2005.

In 2009, the trend appears to be continuing. And while it is certainly an unfortunate circumstance for vehicle manufacturers, the good news is that opportunity remains for specialty-equipment businesses. In a recent survey of enthusiasts who purchased a used vehicle in 2008, 38% attributed their main motivation to being “cost/price.”

Of this group, nearly six out of 10 (57%) purchased custom parts or accessories. When asked how much money they had spent during the course of the year, the average amount was $1,375/person, just slightly below the traditional average. Even though consumers are shifting their spending away from new vehicles to used ones, their priorities for personalizing their vehicles appears to be unwavering. — SEMA Research & Information Center

SEMA recently highlighted the market swing from new to used vehicles with industry experts continuing to lower their forecasts as new-vehicle sales fall for 2009. For example, in February, J.D. Power predicted 2009 total new-vehicle sales to reach a mere 10.4 million units, down 1 million units from its forecast of just a month prior.

And in late March, R.L. Polk released results from a survey showing that 70% of consumers plan to purchase a used vehicle for their next ride.

These same consumers surveyed also noted that they plan to keep their current vehicle longer—56.3 months compared to 49 from six years ago. So what does this all mean for SEMA members? Consumers are either holding onto the vehicle they currently own or, if they need to buy another vehicle, may plan to go used instead of new.

	Of those surveyed in 2008, many of the most popular vehicles were utility vehicles and performance cars.

SEMA has been following enthusiast trends for several years via its Automotive Lifestyles Study. Each year, subscribers of automotive enthusiast magazines, as well as visitors to several automotive websites and forums, are rigorously surveyed about automotive and specialty-equipment buying habits.

More than 3,000 enthusiasts have been surveyed each year and the percentage of enthusiasts that originally purchased their vehicle used has grown—72% of enthusiasts drove used cars in 2008, up from 67% in 2007 and 54% in 2005.

In 2009, the trend appears to be continuing. And while it is certainly an unfortunate circumstance for vehicle manufacturers, the good news is that opportunity remains for specialty-equipment businesses. In a recent survey of enthusiasts who purchased a used vehicle in 2008, 38% attributed their main motivation to being “cost/price.”

Of this group, nearly six out of 10 (57%) purchased custom parts or accessories. When asked how much money they had spent during the course of the year, the average amount was $1,375/person, just slightly below the traditional average. Even though consumers are shifting their spending away from new vehicles to used ones, their priorities for personalizing their vehicles appears to be unwavering. — SEMA Research & Information Center

The Pontiac GTO (“The Judge”), shown here at the 2008 SEMA Show, was a favorite among performance enthusiasts and remains a classic. Owners of this and other '60s- and '70s-era Pontiacs will race through 2009.

Owners of classic '60s and '70s Pontiacs were polled in the beginning months of the year about their automotive plans. Their responses illustrate a deep desire to participate in all levels of competition.

When asked about their commitment to racing events in 2009, the results were positive: 84% said that they would follow racing events on television or through the Internet, 65% would attend personally and 35% would strap in and participate themselves.

Moreover, the survey option for “no interest in racing” was left completely vacant. The top motorsport activity for this group is drag racing, from watching to attending. However, there was also interest in stock cars (i.e. NASCAR) and sprint (midget) car racing.

	The amount Pontiac owners plan to spend this year has increased over the amount they spent in 2008.

Since racing events are popular among owners of classic Pontiacs, it should come as no surprise that they plan to purchase high-performance parts to fuel their hobby. Of those surveyed, they claim to be planning a big year for upgrades.

In fact, the average amount they plan to spend in 2009 is higher than the amount they reported for 2008. Their next purchases should be on the minds of manufacturers, distributors and retailers that specialize in Pontiac vehicles.

Many of the items they have interest in purchasing next are performance modifications. The remaining items—mostly aesthetic—are also important and address the growing age of the vehicle. Dash kits, bumpers and relevant body kits also made the list. — SEMA Research & Information Center

The Pontiac GTO (“The Judge”), shown here at the 2008 SEMA Show, was a favorite among performance enthusiasts and remains a classic. Owners of this and other '60s- and '70s-era Pontiacs will race through 2009.

Owners of classic '60s and '70s Pontiacs were polled in the beginning months of the year about their automotive plans. Their responses illustrate a deep desire to participate in all levels of competition.

When asked about their commitment to racing events in 2009, the results were positive: 84% said that they would follow racing events on television or through the Internet, 65% would attend personally and 35% would strap in and participate themselves.

Moreover, the survey option for “no interest in racing” was left completely vacant. The top motorsport activity for this group is drag racing, from watching to attending. However, there was also interest in stock cars (i.e. NASCAR) and sprint (midget) car racing.

	The amount Pontiac owners plan to spend this year has increased over the amount they spent in 2008.

Since racing events are popular among owners of classic Pontiacs, it should come as no surprise that they plan to purchase high-performance parts to fuel their hobby. Of those surveyed, they claim to be planning a big year for upgrades.

In fact, the average amount they plan to spend in 2009 is higher than the amount they reported for 2008. Their next purchases should be on the minds of manufacturers, distributors and retailers that specialize in Pontiac vehicles.

Many of the items they have interest in purchasing next are performance modifications. The remaining items—mostly aesthetic—are also important and address the growing age of the vehicle. Dash kits, bumpers and relevant body kits also made the list. — SEMA Research & Information Center

The Pontiac GTO (“The Judge”), shown here at the 2008 SEMA Show, was a favorite among performance enthusiasts and remains a classic. Owners of this and other '60s- and '70s-era Pontiacs will race through 2009.

Owners of classic '60s and '70s Pontiacs were polled in the beginning months of the year about their automotive plans. Their responses illustrate a deep desire to participate in all levels of competition.

When asked about their commitment to racing events in 2009, the results were positive: 84% said that they would follow racing events on television or through the Internet, 65% would attend personally and 35% would strap in and participate themselves.

Moreover, the survey option for “no interest in racing” was left completely vacant. The top motorsport activity for this group is drag racing, from watching to attending. However, there was also interest in stock cars (i.e. NASCAR) and sprint (midget) car racing.

	The amount Pontiac owners plan to spend this year has increased over the amount they spent in 2008.

Since racing events are popular among owners of classic Pontiacs, it should come as no surprise that they plan to purchase high-performance parts to fuel their hobby. Of those surveyed, they claim to be planning a big year for upgrades.

In fact, the average amount they plan to spend in 2009 is higher than the amount they reported for 2008. Their next purchases should be on the minds of manufacturers, distributors and retailers that specialize in Pontiac vehicles.

Many of the items they have interest in purchasing next are performance modifications. The remaining items—mostly aesthetic—are also important and address the growing age of the vehicle. Dash kits, bumpers and relevant body kits also made the list. — SEMA Research & Information Center

The Pontiac GTO (“The Judge”), shown here at the 2008 SEMA Show, was a favorite among performance enthusiasts and remains a classic. Owners of this and other '60s- and '70s-era Pontiacs will race through 2009.

Owners of classic '60s and '70s Pontiacs were polled in the beginning months of the year about their automotive plans. Their responses illustrate a deep desire to participate in all levels of competition.

When asked about their commitment to racing events in 2009, the results were positive: 84% said that they would follow racing events on television or through the Internet, 65% would attend personally and 35% would strap in and participate themselves.

Moreover, the survey option for “no interest in racing” was left completely vacant. The top motorsport activity for this group is drag racing, from watching to attending. However, there was also interest in stock cars (i.e. NASCAR) and sprint (midget) car racing.

	The amount Pontiac owners plan to spend this year has increased over the amount they spent in 2008.

Since racing events are popular among owners of classic Pontiacs, it should come as no surprise that they plan to purchase high-performance parts to fuel their hobby. Of those surveyed, they claim to be planning a big year for upgrades.

In fact, the average amount they plan to spend in 2009 is higher than the amount they reported for 2008. Their next purchases should be on the minds of manufacturers, distributors and retailers that specialize in Pontiac vehicles.

Many of the items they have interest in purchasing next are performance modifications. The remaining items—mostly aesthetic—are also important and address the growing age of the vehicle. Dash kits, bumpers and relevant body kits also made the list. — SEMA Research & Information Center

The Pontiac GTO (“The Judge”), shown here at the 2008 SEMA Show, was a favorite among performance enthusiasts and remains a classic. Owners of this and other '60s- and '70s-era Pontiacs will race through 2009.

Owners of classic '60s and '70s Pontiacs were polled in the beginning months of the year about their automotive plans. Their responses illustrate a deep desire to participate in all levels of competition.

When asked about their commitment to racing events in 2009, the results were positive: 84% said that they would follow racing events on television or through the Internet, 65% would attend personally and 35% would strap in and participate themselves.

Moreover, the survey option for “no interest in racing” was left completely vacant. The top motorsport activity for this group is drag racing, from watching to attending. However, there was also interest in stock cars (i.e. NASCAR) and sprint (midget) car racing.

	The amount Pontiac owners plan to spend this year has increased over the amount they spent in 2008.

Since racing events are popular among owners of classic Pontiacs, it should come as no surprise that they plan to purchase high-performance parts to fuel their hobby. Of those surveyed, they claim to be planning a big year for upgrades.

In fact, the average amount they plan to spend in 2009 is higher than the amount they reported for 2008. Their next purchases should be on the minds of manufacturers, distributors and retailers that specialize in Pontiac vehicles.

Many of the items they have interest in purchasing next are performance modifications. The remaining items—mostly aesthetic—are also important and address the growing age of the vehicle. Dash kits, bumpers and relevant body kits also made the list. — SEMA Research & Information Center

The 2009 New York International Auto Show presented several new and refreshed vehicles for consumers to eye their next possible vehicle purchase. Automakers also unveiled some concept and prototype vehicles to test consumers’ reactions and get a sense of whether their latest design efforts would bode well for future buyers.

While attending the press days that led up to the show, the unveiling put forth by automakers revealed a continued shift towards small cars and crossovers.

2010 Acura ZDX prototype

Going on sale in the fall of this year, the Acura ZDX prototype packs an all-aluminum V6, six-speed sequential automatic transmission and Super Handling All-Wheel Drive under its metal. The vehicle’s wheelbase is only 108.2 inches, with a total length of 192.4 inches, slightly more than six inches longer than the Acura TSX.

BMW also took the wraps off its latest crossover, the 2010 BMW X6 M, a high-performance version of its “Sport Activity Coupe” released last year. It sports a twin-turbocharged, direct-injection 4.4L V8 that pushes out 555 hp. While not likely to attract budget-minded car buyers, these two premium CUVs will most likely lend themselves to wheel and tire upgrades by enthusiasts looking to add a little “bling” to their luxury-vehicle purchase.

Mitsubishi unveiled its Outlander GT prototype, which was given a less restrictive intake that adds 10 hp to its 3.0L V6, totaling 230 hp. In addition to stiffer springs and Brembo brakes, the Mitsubishi topped off its GT prototype with a polished clear-coat aluminum roof. With its wide stance and “EVO-inspired” styling, the Outlander GT could attract EVO-buying enthusiasts looking for a family hauler with some added performance.

Another concept revealed at the New York International Auto Show was a more futuristic design put forth by Hyundai. The automaker’s Nuvis concept is its eleventh concept car designed at its California Design Center in Irvine, California.

Nuvis is powered by Hyundai's Hybrid Blue Drive architecture, a parallel hybrid drive system that mates the company’s 2.4L Theta II engine to a six-speed automatic transmission, a 30kW electric motor and lithium polymer batteries.

In addition to crossovers, several small cars were also shown to the public. Volkswagen unveiled its sixth-generation Golf and GTi, which will hit U.S. dealerships this fall. The enthusiast-favorite GTi comes with a 2.0L FSI turbocharged four-cylinder engine that pumps out 200 hp.

A new small car was also unveiled that will likely come with a price tag sure to attract enthusiasts looking to save a little money at the pump. Kia announced that its latest small car, the Forte, will also have a two-door version known as the Koup. The Koup comes with a 2.0L and 2.4L four-cylinder engine, both achieving more than 30 mpg on the highway while delivering up to 173 hp. With its small size (an overall length of 176.4 inches), Kia says that the new two-door version of the Forte will be “easy to personalize."

Scion unveiled a concept of its own, testing the waters for a microcar to enter its product line. The iQ concept has a 78.7-inch wheelbase and an overall length of 126.9 inches. Powering the iQ concept is a 1.3L, four-cylinder, VVT-I that pushes out 93 hp.

To demonstrate the customization potential of this possible subcompact entrant, the iQ was fitted with a Five Axis widebody conversion, TEIN Super Street coilover suspension, a Five Axis custom stainless exhaust and Five:AD S6:F custom wheels with a nickel finish, prototyped by MetalFX.

Scion claimed that the iQ would be a perfect fit for young urban trendsetters, but its small size (and probable small price tag) and fuel-sipping fuel-economy rating will likely also appeal to frugal enthusiasts looking to add their personal touch to a daily commuter car. — SEMA Research & Information