Toyota Taps Nostalgia With Launch of Scion Toaster Line
Finally, a product as boxy and underpowered as the cars themselves.
PLANO—In order to extract what little wealth millennials have left, Toyota has announced the launch of a brand-new home appliance division featuring the Scion Toaster. The appliance, inspired by the now-discontinued Scion xB, is being marketed as a “faithful continuation of the Scion spirit: square, slow, and inexplicably beloved.”
“Scion was always about connecting with the youth,” said Toyota marketing director Hiroshi Tanaka. “Back in 2004, youth meant boxy cars with 19 horsepower. Today, it means a perfectly toasted everything bagel to dunk into cream cheese. We’re excited to bring that heritage into the kitchens of millennials with any extra cash.”
The toaster will come in three trims: Base, which features a single slot; Release Series, which comes with bright green accents and costs double; and TRD Edition, which includes a sport badge but no actual performance improvements. A limited-run xB Special will feature Bluetooth connectivity, allowing owners to take calls but not listen to music.
Early reviews are mixed. “I tried toasting a bagel and it stalled halfway through,” said beta tester Luis Romero. “It wouldn’t eject and it’s the slowest toaster I’ve ever experienced. It felt authentic.”
Others praised the nostalgic design. “I had an xB in college,” said Amanda Gutierrez, a former Scion owner. “Now I get to relive that nightmare with my breakfast every morning.”
Critics argue that Toyota is exploiting nostalgia from the same group of broke young adults they exploited in the first place. “You’re basically wasting your money,” said appliance analyst Sarah Klein. “This is like if Porsche released running shoes.”
Despite skepticism, Toyota is optimistic. “Scion may have died in 2016,” Tanaka said. “But its soul lives on and we will make money off that.”
The Scion Toaster is expected to hit shelves this fall, retailing for $499.That is roughly the same as the trade-in value of a real xB.