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 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 different ways. GM is planning to import more vehicles from its Daewoo subsidiary while Ford and Chrysler are anticipated to build all new Scion fighting cars in Mexico, excellent news for motorists looking for affordable and quality automobiles. Let’s have a look at what’s coming down the pike.

For the record, Scion isn’t the sole auto made for the Generation Y crowd. Honda’s Part and shortly to be released Fit subcompact are Scion rivals while the Chevy Cobalt, Dodge Caliper, and Saturn ION are also directed toward youthful drivers. With that being said, Dodge [Chrysler] and Ford must reply and it seems that both automakers will be fielding Scion fighters in the next two years.

The Dodge Hornet

Lo and behold, Dodge is nearing the finalization of its plans to build the Dodge Wasp . According to industry sources including Edmunds, the Wasp will be based on the VW Polo, a subcompact vehicle built by Volkswagen and favored in the EU market. This deal is fantastic 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 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 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 five 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 sit back and watch from the sidelines as the market trends toward more Scion-like automobiles. In 2004 a concept Ford Bronco, taking styling cues from the 1966 Bronco wagon, made its appearance at car 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 probably be built on the existing Fiesta platform to hold costs down. Indeed, Ford hopes that a budget Bronco will sell for under $10,000 as it battles cheap imports predicted from China as well as other Generation “Y” vehicles 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 Hornet and Bronco arrive in 2008 as 2009 models.

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