Scion C-HR Concept Targets Millennial “Yuccies”

Scion C-HR Concept

Now appearing at the Los Angeles auto show, the Scion C-HR concept represents what Toyota marketing people think modern young urban dwellers want in a car. It has even invented a name for the group — yuccies — which stands for “young, urban creatives.” I was once a hippie. My daughter and son in law were yuppies. For a while, they were dinks. We all wore those sobriquets with a certain degree of pride. But I have a hard time imagining many people will take pride in calling themselves “yuccies.” Maybe I am just old fashioned.

According to Toyota, C-HR stands for “compact size and high ride height.” That must explain the 21″ wheels, which look more ghetto than glamorous. The styling is, to my eyes, “interesting”. According to the official Toyota press release, the concept takes “inspiration from a diamond with sheered sides. The C-HR cabin is like a precision cut gemstone. From the overhead view, the diamond points have been sharply cut in the front, rear and sides, giving view to the round fender flares visible from every angle of the car. The lower body is sensual and instills strong emotions while the chiseled, faceted cabin suggests protection, giving the C-HR contrasting features that satisfy two desires. Graphite black accents on the grille, rear bumper, fender flares and lower side panels reflect the strength and stance of the vehicle. Meanwhile, the all-piano black roof enhances the C-HR’s sleek and stylish profile.”

Underneath the glitz and the gloss, however, the C-HR rides on the same Toyota New Global Architecture found beneath the new Prius. Capable, sure- but not exactly known for delivering thrilling rides. Perhaps that all-wheel drive, off-road capable Prius wagon is closer than we thought?

“Scion is known for doing things differently, and maybe even being a little weird,” said Scion Vice President Andrew Gilleland. “This C-HR Concept embraces that idea and wears it like a badge of honor. We couldn’t be more excited to add the production version to our line-up,” he said. And- despite selling very few cars, overall- Scion certainly knows its mission. It’s 2-door tC model turned out to be the darling of Gen-Y millenials in 2014, with more than half the total sales of the car going that coveted demographic!


Steve Hanley

Closely following the transition from internal combustion to electricity. Whether it's cars, trucks, ships, or airplanes, sustainability is the key. Please follow me on Google + and Twitter.