Scion Sets Sights on 1-2000 Monthly Sales Target for 2012 iQ

Scion is preparing for the launch of its 2012 iQ on U.S. shores by announcing its monthly sales target for the micro-car, which was initially slated to track sales of the xB and xD, according to Ward’s Auto.

Scion hopes to sell 1000 to 2000 units a month when the iQ first goes on sale on the West Coast this December, followed by a nationwide rollout next spring. Starting at just under $16,000, this will be the fourth model that will continue to follow the brand’s theme of gearing toward a younger demographic. It’s fair to say the iQ falls into an entirely new segment that is starting to emerge with the 2012 Fiat 500 and the upcoming 2013  Chevy Spark.

However, if Scion looks at the “older” player in the segment, the Smart ForTwo, the outlook doesn’t look good. Smart’s sales have been struggling since it was first introduced in the U.S. in 2008, and  it recorded 5927 ForTwos sold in 2010. 2011 isn't looking much better, as the best recorded month so far this year is May, with a grand total of 492 units sold. This past September, Smart moved 469 micro-cars off the lot.

But the iQ may may not be out of luck -- the Fiat 500 has, which has been selling around the iQ’s projected 2000-monthly sales target on average since it was launched in March. Of course, both the 500 and iQ seat four, as opposed to the two-seat Smart. The iQ also has more power than the ForTwo with a 1.3-liter I-4 that produces 94 hp. However, for $16,000, consumers can opt for larger cars that are cheaper, which may ultimately hurt iQ sales. The all-new Kia Rio sedan starts at $14,150, while the Toyota Yaris starts at $14,875.

What do you think about the 1000-2000 monthly sales target? Is it too low, too ambitious, or about on-target?

Source: Ward’s Auto

Almprin06
Considering how Toyota dealers keep such little Scion inventory (if any) on their lots, which reduces customer choice and hurts sales, I think the iQ will rarely crack the 1,000 per month mark. However, if Toyota keeps a couple of each color on every lot, lined up like an army of autobots for sale, then they will be able to move more units and perhaps reach Scion's sales goal for the iQ. They would do well to stock up on Scion Xbs and Xas as well, for those iQ gawkers who decide they want four doors.

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