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Toyota youth brand tries to make tC more sporty

  • Doug Murtha, vice president, Scion Division, for Toyota Motor Sales, delivers his remarks during the presentation of the 2014 Scion tC, at the New York International Auto Show, in New York's Javits Center, Thursday, March 28, 2013. (AP Photo/Richard Drew)

NEW YORK — Scion, the brand that Toyota created 10 years ago to attract young buyers, is trying to evoke a sportier image with a new version of the tC coupe.

The 2014 version of the car was unveiled Thursday at the New York International Auto Show. The tC coupe accounts for 40 percent of Scion's sales.

Toyota says the new tC's styling is more aggressive. The old coupe looked sporty but wasn't viewed as a much of a performance car.

The engine stays the same, but the tC gets an updated six-speed automatic transmission that changes gears almost twice as fast as the old model, Scion says. The suspension also gets stiffer with stronger stabilizer bars for better handling.

The median age of a Scion buyer was 37 last year, the lowest in the U.S. and far below the industry norm. The average buyer of a new car in the U.S. last year was 52, according to the TrueCar.com auto pricing site.


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