The New York International Auto Show has long been an important venue to everyone here at Scion, dating back to 2002 when Toyota used its stage to announce the creation of our brand. Over a decade later, our connection to NYIAS remains as strong as ever, making it the ideal place to make a few big announcements about our product line.
The first day of the show started out with the new 2014 Scion tC under wraps at the Scion space, as it wouldn’t be unveiled until our press conference the next day.
While the new Scion tC wasn’t ready to be shown off just yet, the rest of our booth was set up and ready to welcome the show’s early attendees. As with our other auto shows this season, Scion Ghost Glass surfaces were on display ready to show off the best of Scion, Scion Racing, and Scion AV.
A full set of the Scion x Shin Tanaka Paper Shapers were also available to be collected and built! As always, if you’re unable to make it out to one of our shows, you can always customize and create your own with our Paper Shapers iPad app in the iTunes App Store.
As great as the Scion x Shin Tanaka Paper Shapers are, however, the real star of the event was waiting to be shown off at our press conference on day 2.
We packed a full house into the galleria of the New York Auto Show, as industry press lined up to get a first look at the new 2014 Scion tC.
By the time Scion VP Doug Murtha finally took the stage, everyone was ready to see the new look we gave to Scion’s best-selling car. However, before that would happen, he announced that there was a surprise in store for everyone in attendance.
That surprise, as we now know, turned out to the Scion 10 Series models. As 2013 marks the 10 year anniversary of the Scion brand, the Scion 10 Series was created to celebrate the best of everything we’ve put together during our relatively short history. You can learn more about the Scion 10 Series at its page on Scion.com.
The Scion 10 Series cars rolled down the runway to large applause from the audience, as they all clamored to get their first look at the limited edition vehicles. The star of the show still had yet to be revealed, however, as the 2014 Scion tC was still missing from the stage.
Doug Murtha once again took the floor to explain that it was just a matter of Scion’s highest volume car, accounting for over 40% of our total sales, being saved for last.
And with that introduction, the 2014 Scion tC was finally shown to the public for the first time.
Press and attendees captured photos of the new tC with whatever they had on hand as Doug Murtha took the room through the car’s new features.
Additions such as its new, more aggressive headlamps, front fascia, rear valence, and touchscreen display were touted. All the while, the 2014 Scion tC rotated on its platform, giving everyone in the room a look at the car from all angles.
Once Doug Murtha’s speech ended, everyone finally got their chance to get a closer look at the new features on both the 2014 Scion tC, as well as the Scion 10 Series models.
The unveiling of the 2014 Scion tC also gave us the opportunity to remove the covers from the tC on the show floor for the first time, where the general public would also get their first hands-on experience with the car.
We’ll be at the show until it closes its doors this Sunday, April 7th, so be sure to stop by to see all of our new cars if you’re in town!