You know, if this car had been around when I bought my Civic SI 3 years ago, I might have had a different car.
Equipment levels look comparable, performance doesn't seem to be much different (although the surely the Scion doesn't have the addictive 8k redline and 4500RPM VTEC changeover). And to be frank, I don't seem to mind the styling one bit. A little bit chunky, but I kind of like it. It's very 'girl next door' if you ask me.
And the best part about it? The Price. I just built one up on their website. Include heated leather seating, upgraded Alpine stereo, and TRD sport exhaust, and it maxed out at about $23.5k. That's 4k LESS than a Civic SI. And remember, the Civic SI does NOT come with heated leather.
The hatch (it actually looks more like a notchback to me) would cinch the deal for me. I mountain bike, and anything that makes putting a disassembled bike in the back of my car easier is a big selling point (and one of the reasons why I got rid of the Civic).
Oh, if only my truck was paid for....I'd be getting a new daily driver.