Scion is still pushing the individualist, customized youth brand schtick. The melodramatic ad above– which one can only hope is meant in a tongue-in-cheeck tone– once again flogs the tuner car image and notion of a Scion owners’ community. There’s no question that Scion’s lineup has some character– even if the linch-pin xB was diluted beyond recognition last year. But pursuit of the Fast and the Furious set is so five years ago. A company with clever small cars, small engines, decent MPGs, practical hatchbacks, and low no-haggle MSRPs should be selling itself as just that. Or, to quote former Scion exec and current Lexus exec Brian Bolain, “If we could relaunch Scion, I wouldn’t ever have called it a youth brand, because it’s a kiss of death.” So why didn’t the ad department get the memo?

After our characteristically snarky blog on the launch of ecodrivingUSA.com website, The Alliance of Automobile Manufacturers reached out to TTAC to defend its PR campaign. Like every professional spinmeister I've ever met, AAM's Senior Director of Communications proved to be an affable, sensible, persuasive guy. And how can you argue against saving gas? So I let the not-so-sibilant Charlie Territo make his case, then explored other mpg-related issues: federal fuel economy regs, state's rights in the matter and suchlike. TTAC encourages any newsmaker (or their rep) to contact us about any published story to make their case on the site, including, should they desire, unedited editorial space for their reply. (robert.farago@thetruthaboutcars.com)

First, this post dovetails nicely with the Ask the B&B question on homoerotic truck ads. I mean, if the testosterone-laden Torque.tv's announcer's tongue isn't firmly in his cheek, well… Anyway, the video also suggest a click on over to Paul Niedermeyer's excellent editorial on the coming showdown between the 2010 Prius and the 2010 Honda Hybrid. Personally, I find the producer's choice of cartoon clown xylophone background music a bit OTT. But I'm glad the torque team pointed out that a properly-flogged Prius can suck more unleaded than a 'Vette. It brings back fond memories of the time I tried to discover how much gas I could use in a Prius. I never got it below 17mpg. Guess I wasn't trying hard enough.

H2H Ep12, Honda Civic Hybrid Vs. Toyota Prius

With Hail Mary PHEVs and two-mode V8s leading the American automakers' charge towards fuel-efficiency, its easy to call Detroit's executives out of touch. But it turns out that the idea of applying simple fuel-saving technologies across product lines is finally taking hold in the corporate offices of our domestic auto firms. The Detroit Free Press reports that executives at Ford, Chrysler and GM predict that stop-start technology will find its way into every domestically-produced vehicle within the next five to ten years. Speaking at NextCruise, the eco-friendly sister event to the Woodward Dream Cruise, Detroit's finest fell over themselves trying to prove their companies' commitment to adding this (relatively) low-tech, fuel-saving technology. GM's Micky Bly went one further, saying future GM vehicles will incorporate weight-saving materials currently found in hybrids. Careful on that limb, boys.

According to an Automotive News Europe report yesterday, Mercedes is set to have an entirely turbocharged automobile lineup by 2010-2011. You might have noticed that while the "big boys" blogged it immediately, we at TTAC did not. The story, which was originally published in Europe based on a European presentation, was just too many steps removed from Dieter Zetsche to race to press – and a little too wild. Rather than pull an Autoblog on the CTS-V/Europe (rush to report, then recant ), we held off until getting confirmation from the author of the original news story, James Franey. Well it turns out that the madness, in this case, is true – until Mercedes changes its mind. In the meantime, the plan is to go all turbocharged, aside from perhaps the hybrid models set to debut in the coming years. You can see in the attached PDF that Daimler is defecating a brick over the upcoming European emissions regulations and their very European fines for noncompliance. Everything will end up with some kind of marketing-lover name – Bluetec, BlueEfficiency, and DiesOtto. The latter is the most exciting from an enthusiast point of view, with the concept DiesOtto engine delivering 238 hp, 294 lb ft of torque, and 40 US MPG from a 1.8 liter gasoline engine in an S-Class. And from Zetsche's presentation, it looks like it'll be happening. Oh yeah, and everything will get turbos, too.

PickupTrucks.com reports that Ford's veep for product development, Derrick Kuzak is considering (what's the hurry?) "right-sizing" the F-150's power plant. Ford may stick an EcoBoost four-banger into the base the F-150 pickup truck. And why not? The current V6 F-150 is dead for 2009; the base V8 offers better performance and fuel economy. So FoMoCo needs something smaller and more fuel-efficient underhood to elevate sales from apocalyptic to merely catastrophic. At the same time, FoMoCo needs to satisfy upcoming CAFE regs: 28.6 for light trucks by 2015. Headline: a V6 with the performance of a V8 and the fuel economy of a V6! In the F-150, the 2.5-liter turbocharged direct injection straight four would be good for 260 horses, 300 lb ft of torque and around 28 highway mpgs. This is all just potential product planning (for 2013, no less). With the smaller F100 being planned (and not ten years too soon), the four-banger F-150 would have a kid brother to share engines. Upon hearing this news am I the only person thinking "260 hp EcoBoost Mustang, please" or at least "Mmmm, Compact pickup."