Lifestyle brand on wheels uses show for Canadian launch of first
bilingual CD release
MONTREAL, Jan. 15 /CNW/ - Street-smart Scion makes its first Canadian
Auto Show appearance with the Fuse Sports Coupe Concept at the 2009 Montreal
International Auto Show. Scion fits and adapts to the lifestyle of young Gen
Ys, who enjoy their own personalized style, including forward-thinking music.
So, Scion is enforcing its brand commitment to urban youth, making Montreal
the setting for the official Canadian launch of the Scion CD Sampler Volume
23, entitled SCION CD SAMPLER VOL.23-KITSUNE PIONEER. Show-goers can grab free
CDs while supplies last.
Developed by Calty Design Research, Toyota's North American design studio
located in Newport Beach, California and Scion's Advanced Product Strategy
Team, and built by Five Axis of Huntington Beach, California, the FUSE was
designed to be the new Scion sports coupe icon. Its goal was to push the
limits of a coupe concept by combining entertainment, digital technology, and
versatility into one sinister looking package. Most importantly, its styling
makes a visual statement about its intention to expand the performance
envelope among affordable, entry-level sport coupes.
"Last fall, Toyota Canada Inc. announced that the urban, street-savvy
Scion would hit three key urban centres across Canada, including Montreal, in
spring 2010, so we wanted to give Montrealers an example of the next Scion's
potential when it arrives," said Larry Hutchinson, Director of Scion in
Canada. "The idea of the all-new FUSE Sports Coupe is a reflection of the
boundless limits and creative envelope that embodies all the vital
personalization components of a Scion product."
The exterior of the FUSE was the conception of Calty designers Alex Shen
and Bob Mochizuki, who were determined to create a strong performance
statement. Inspiration came from the "HAKO" super GT racing cars of Japan,
commonly known as the JGTC series. From the side, the FUSE has a low,
aggressive stance with a race helmet-inspired wraparound window that provides
a panoramic view. The visor-like wraparound windshield is balanced by a strong
C-pillar, adding a sense of security and protection.
At first glance, the menacing presence and dark undertones of the FUSE
subtly hint there is more than meets the eye. The front of the FUSE glares at
you with slim, high-mounted, deep-set headlamps communicating a serious and
aggressive attitude. A massive rectangular air intake hints at the potential
for a large intercooler.
From the back, wide-body rear flares span the entire rear mass, encasing
deep-set vertical tail lamps. The dual exhaust also serves as fog and reverse
lamps as lighting encircles each exhaust tip. Wheels are 20-inch
custom-machined with LED's on the end of each spoke, which illuminate as turn
On top, two horizontal glass panels run the length of the roof, and slide
open in both directions offering all occupants access to a personal sunroof.
The rear window tapers down to a speed-activated spoiler.
The FUSE is equipped with extreme levels of personalization accessories.
Headlights and fog lamps can be programmed to illuminate in various colors.
Videos or images can be downloaded and viewed on a concealed LCD screen behind
the front badge. And then there is the interior.
Calty interior designers Alan Schneider and Ichirou Mukai used the long
wheelbase and high beltline of the FUSE to help create the interior theme,
which revolves around providing the driver with an intense driving environment
and occupants an intimate atmosphere. The activation of a small key-shaped
sensor unhinges butterfly doors that open to reveal an interior that merges
technology, function and racing inspired elements in an asymmetrical pentagon
where the driver is positioned at the apex of the surround.
The influence of the "racing tub" in the overall design is obvious. It
provides a unique contrast that highlights the floating technical elements of
the interior. A drive-by-wire steering interface combines influences from race
cars and video game controllers in one innovative driver module. A media
station that runs the length of the dash is the focal point of the cabin.
Passengers can watch movies, play video games, or do both, with dual display
The FUSE interior concept is referred to as "one plus stuff." The design
focuses on the driver by offering surprising versatility in the form of three
interior arrangements: video, driving and cargo configurations. In its video
mode, the front passenger seat folds flat and serves as a table, or footrest.
Occupants can utilize video screens or take advantage of wireless fidelity
(Wi-Fi) connectivity and instant message their friends. In driving mode, the
video screens turn off and a multi-informational display is used for driver
Utility is maximized in a cargo mode where the front passenger seat and
rear seats fold down to form a flat surface. And, multi-functioning rear cargo
access allows stowage of larger items. The FUSE cabin seats four comfortably,
however when the car is parked, additional room is available with a tailgate
that converts to provide outdoor seating. A sweep of the foot over an infrared
sensor located on the lip of the rear bumper opens the rear tailgate and
sliding hatch, allowing the tailgate to drop down into a curb-high bench. This
surprising seating arrangement is paired with rear foldout speakers for an
unexpected social environment. Enhancing the social scene is a detachable
drink cooler with a retractable handle, which is integrated into the rear
Additional features include subtle accent lighting on the seats, doors
and overhead lining. Deeply contoured seats are upholstered with
soft-to-the-touch "Mythos" fabric that wraps around passengers for maximum
comfort. Finally, audio, video and HVAC systems are easily controlled by a
"vehicle system/communication interface" touch control board that is similar
in appearance to a telephone keypad.
"The FUSE is a styling exercise that presents a discussion starting point
for Canadians who have been asking for Scion in Canada, as well as other Gen Y
consumers with an eye towards a versatile sports coupe," said Hutchinson.
"Like previous Scion concepts, the FUSE delivers a unique statement about what
the Scion brand is all about and where it is headed."
The Scion booth will also feature free CDs of SCION CD SAMPLER VOL.23 by
KITSUNE PIONEER. Scion has collaborated with Kitsuné, a Franco-Japanese brand
to produce Pioneer, a Kitsuné Maison compilation featuring a wide variety of
international artists. Lifestyle on wheels can be even more personalized with
Kitsuné's evolving forward-thinking mixture of musical styles. This CD
represents the first Scion release for Canada. The CD can also be downloaded
Digital images available at www.media.toyota.ca.
SCION FUSE SPORTS COUPE CONCEPT VEHICLE
2.4-Litre four-cylinder engine
Overall Length: 4419.6 (174.0)
Overall Width: 1795.8 (70.7)
Overall Height: 1323.3 (52.1)
Wheelbase: 2700 (106.3)
Wheels: 20-inch custom-machined
Tire Size: Goodyear P245/35-20
/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
the CNW Photo Network and archived at http://photos.newswire.ca.
Additional archived images are also available on the CNW Photo Archive
website at http://photos.newswire.ca. Images are free to accredited
members of the media/
For further information:
For further information: email email@example.com or contact: Nicole Grant,
Public Relations Consultant, Toyota Canada Inc., (416) 438-6320 ext 2725;
Onsite contact at Montreal International Auto Show: Melanie Testani, Public
Relations, Toyota Canada Inc., Cell: (416) 571-5894