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 automobiles are preferred, edgy – some people might say ugly – and have given Toyota a crucial toehold with young buyers. GM, Ford, and Chrysler are making ready to respond to Scion, but in other ways. GM is planning to import more cars from its Daewoo subsidiary while Ford and Chrysler are predicted to build all new Scion fighting automobiles in Mexico, excellent news for motorists looking for affordable and quality automobiles. Let’s take a look at what’s coming down the pike.

For the record, Scion isn’t the only vehicle made for the Generation Y crowd. Honda’s Component and shortly to be released Fit subcompact are Scion rivals while the Chevy Cobalt, Dodge Caliper, and Saturn ION are also aimed toward fresh drivers. With that being said, Dodge [Chrysler] and Ford must reply and it would appear that both automakers will be fielding Scion fighters in the next 2 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 automobile built by Volkswagen and favored in the EU market. This deal is astounding as Volkswagen and Mercedes [a DaimlerChrysler division, as is Dodge] compete fiercely, particularly in Europe. VW has a plant in Mexico that likely will produce the Wasp as the company has excess capacity and the price tag advantage that no American manufacturing 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 twinned with a VW transmission. Beyond that, look for the vehicle to be closer in appearance to the Scion xA design, sport a five door hot hatch design, and seat five passengers. Now , the xA sells for just over $13,000, so expect the Dodge to challenge at or below the Scion price.

The Ford Bronco

Don’t expect Ford to sit back and watch from the sidelines as the market trends toward more Scion-like vehicles. In 2004 a concept Ford Bronco, taking styling cues from the 1966 Bronco truck, made its appearance at vehicle shows. Now, Ford would appear good 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 Hornet and will likely be built on the existing Fiesta platform to hold costs down. Indeed, Ford hopes that a budget Bronco will sell for less than $10,000 as it battles cheap imports predicted from China as well as other Generation “Y” autos on the market.

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

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