Upscale packages may be the start of brand repositioning 

The introduction of two limited edition upscale packages on Scion's FR-S and tC coupes may be the start of the division's repositioning itself as a more of an entry-level luxury brand rather than one dedicated to young hipsters looking for a deal on quirky cars.

According to Scion Vice President Doug Murtha, "Through this limited edition Monogram Series, Scion brought together extra comfort and conveniences in the FR-S and tC without sacrificing value."

In fact, the addition of the FR-S is a shift in philosophy and a more direct challenge at the Subaru BRZ, which was intended to be marketed as a more upscale version of its Scion sibling. Scion launched the car at a lower price point and was counting on its aftermarket parts and accessory program to provide the step-up content.

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Scion said 2,000 of the FR-S models will be built and priced at $27,400 for the 6-speed manual and $28,500 for the automatic. Among the items included in the package are leather seats with Alcantara inserts, BeSpoke premium audio system with navigation, HID headlamps, keyless start, dual-zone climate control, heated seats and outside mirrors, color-keyed rear spoiler and rear-seat center armrest. An optional premium color called Whiteout is available for $395.

The front-drive tC Monogram features leather seats with perforated inserts, BeSpoke premium audio system with nav, keyless start, heated front seats, leather shift knob, rear window wiper, color-keyed rear spoiler and upgraded interior trim. Priced at $21,400 for the 6-speed manual and $22,400 for the automatic, the tC will have a slightly larger production run of 2,500 units.


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