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According to Toyota itself, the Scion C-HR concept was design ed with millennial "yuccies" in mind. First off, I have never heard anyone describe themself as a yuccie, and that makes me question who exactly these people that Toyota is targeting are.

Toyota came up with the term "yuccie" to describe "young, urban creatives." Basically this means young people who live in the city and might like a car that is a little interesting in the styling department instead of many of the other options out there that are quite mundane.

Toyota has determined that the yuccie is looking for something compact and with a high ride height. That's why the C-HR actually stand for "compact size and high ride height." If trends continue, it very well could be the case that the sedan will continue its decline and anyone who is anyone will be driving a small SUV.

Business Insider reports,

Bob Carter, Toyota Motor Corp.’s top U.S. sales executive,predicted today that the RAV4 will outsell the Camry within the next five years as millennials, the children of the baby boomers, embrace small SUVs as the new family car.

“I’ll bet you lunch that will happen,” Carter told reporters Thursday at a Toyota holiday party in Detroit. “Many of these under-35-year-old buyers, who are entering the market in a big way right now, grew up in SUVs.”
The C-HR embraces a philosophy of style-before-utility. A similar design aesthetic can be seen in Nissan's Juke. Toyota believes this will appeal to millennials, though I am curious why the company believes that millennials prioritize style of over function. A balance of both seems like a natural course.

So there you have it. Toyota has studied the millennials. They have understood their yuccie customer. And after all that research they have presented the millennial generation the Scion C-HR -- soon to become the Scion iR.
 

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Thought the C-HR was a different model compared to the iR. At least now I don't have to wait until next year for the concept model if this is the case.
I expected that the next Scion i model would be aimed at the same demographic as the iA and iM. Seems to be their new direction and market group. Since they already have to low cars for this age group, they may as well cover the other SUV segment.
 

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Smart move since they seem to be the most likely to get into one of these. So with us knowing, this i'm going to expect promo and marketing material geared towards just that.
 

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Hope they don't stick with the "weird" concept for future promotions. There's only so many commercials with the same line I can handle before they all start to sound boring.
It all depends on the market they want to target that is most relevant to the growth they want to see, so chances are you'll see more of this going on ;)

Enjoy the show.
 

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Most likely small wheel wells because those wheels are huge. Would be cool if they kept the headlight design. It'll be mesmerizing to watch it as a turn signal that lights up each individual line in a sequence.
 

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I do like the hidden door handle of the HRV but I feel like the C-HR is going to be a two door. They did say "style-before-utility". Moving the B pillar could affect the design they had in mind. Feel like the demographic they're trying to hit won't care too much about utility.
 

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Just hope they keep the more prominent grille. The Scion iM's bumper looks a lot more aggressive in the concept than the production model and I would assume the Yuccies prefer the concept design more.
 

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Do any of you guys like the wheel design used on the concept? Because I wouldn't mind seeing that design come to production toned down in the width, diameter (17inch?) and offset you would expect.
 

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I wouldn't mind a set of those as an additional option for the iR. It's an interesting design that you don't often see but it's most likely a one off bespoke set of wheels for the iR. Wonder what the stock wheels will look like.
 
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