(TORONTO) - Make it yours. Express yourself with it. Tune it. Turn it up. Get it. Integrate it. SCION, the streetwise automotive brand that forges the close fit between “car” and “community”, is coming to Canada in 2010.

“Young Canadians have been telling us they want SCION, and now their desire is within reach. SCION is an authentic brand, created to mesh with youthful tastes and sensibilities, and we’re excited to expand our presence in Canada with new vehicles that offer a unique blend of flexibility, personalization, affordability and fuel efficiency,” said Larry Hutchinson, Director of Toyota Canada Inc. “The time is right to bring SCION culture to Canada.”

SCION attracted new customers to the Toyota family when the brand was launched in the United States in 2003. SCION changed the purchase experience by allowing visitors to browse, investigate, research or just discover SCION entirely at their own pace through grassroots events and a highly-interactive and constantly evolving web site. What visitors discover is a unique lineup of vehicles that are high in personal expression - lifestyle products on wheels, offered as well-equipped models with huge opportunities for personalization through aftermarket-style original equipment accessories.

“SCION is a unique brand, yet still a member of the Toyota family so it benefits from the same high standards as our Toyota and Lexus lines,” Mr. Hutchinson continued, noting that in the United States, about 70 per cent of SCION buyers are new to Toyota, and over fifty percent of SCION owners migrate to a Toyota vehicle as their needs and wants evolve. “As such, SCION will be an important avenue through which we reach new drivers – those who represent the greatest future growth of the market – and give them the opportunity to experience, first-hand, Toyota’s reputation for quality, fuel efficiency, safety and value.”

SCION will come to Canada with three vehicles:

• The SCION tC compact sport coupe combines style and fun in a five-seater hatchback, topped with a remarkable panorama moon roof;

• The SCION xD blends personality in a subcompact five-door hatchback;

• The SCION xB compact five-door hatchback delivers astounding spaciousness wrapped in a  cubic cladding that’s game for urban adventure.

All SCION models are well equipped with a full range of features, from air conditioning and cruise control to serious audio systems with SCION Sound Processing.

Upgrades and accessories can be added to any SCION a la carte, and range from unique wheels, shift knobs and sport pedals to satellite radio systems and a broad selection of TRD (Toyota Racing Development) performance enhancements. Every SCION’s safety system currently includes front dual-stage airbags, front seat mounted side airbags, front and rear side curtain airbags, three-point lap and shoulder belts for all occupants.

SCION will be established at select Toyota Dealer locations, using a “store within a store” model, and will be rolled out in phases.  Watch for launches in Montréal, Toronto and Vancouver in 2010. These will be followed by other Canadian urban centres. For more information on SCION, Canadians can visit www.scionnation.ca.