Toyota’s Scion brand has been a runaway hit for the Japanese automaker ever since being launched in 2003. Designed to appeal to Generation “Y” buyers, the autos are popular, edgy – some people might say ugly – and have given Toyota a crucial toehold with young buyers. GM, Ford, and Chrysler are preparing to make a response to Scion, but in other ways. GM is intending to import more vehicles from its Daewoo subsidiary while Ford and Chrysler are predicted to build all new Scion fighting autos in Mexico, excellent news for motorists looking for affordable and quality autos. Let’s have a look at what’s coming down the pike.

For the record, Scion isn’t the sole car made for the Generation Y crowd. Honda’s Component and shortly to be released Fit subcompact are Scion competitors while the Chevy Cobalt, Dodge Caliper, and Saturn ION are also targeted toward fresh drivers. With that being said, Dodge [Chrysler] and Ford must respond and it seems that both automakers will be fielding Scion fighters within the next two years.

The Dodge Hornet

Lo and behold, Dodge is nearing the finalization of its plans to build the Dodge Hornet. According to industry sources including Edmunds, the Wasp will be based on the VW Polo, a subcompact car built by Volkswagen and favored in the ECU market. This deal is amazing as Volkswagen and Mercedes [a DaimlerChrysler division, as is Dodge] compete fiercely, especially in Europe. VW has a plant in Mexico that likely will produce the Hornet as the Firm has excess capacity and the cost advantage that no Yankee producing plant can offer. For its part, VW gets to sell rebadged versions of the Dodge Caravan minivan.

If based on the Polo, the Wasp is predicted to use the Polo’s 1.6L engine and be coupled with a VW transmission. Beyond that, look for the automobile to be closer in appearance to the Scion xA design, sport a 5 door hatchback design, and seat 5 passengers. Currently, the xA sells for just over $13,000, so expect the Dodge to compete at or below the Scion price.

The Ford Bronco

Don’t expect Ford to chill and watch from the sidelines as the market trends toward more Scion-like vehicles. In 2004 an idea Ford Bronco, taking styling cues from the 1966 Bronco wagon, made its appearance at vehicle shows. Now, Ford appears ready to go ahead with the Bronco which will be built in Mexico.

Featuring a boxy design, the Bronco will be similar in design to the xB and to the Wasp and will likely be built on the existing Fiesta platform to hold costs down. Indeed, Ford is hoping that a budget Bronco will sell for under $10,000 as it battles cheap imports expected from China as well as other Generation “Y” autos on the market.

Yes, the vehicle wars never end and more battles are sure to ensue. Both Nissan with its Versa and a little Toyota by the name of Yaris will soon be released and competing on the market before the Wasp and Bronco arrive in 2008 as 2009 models.

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