I think that's kind of what Toyota's trying to do with Subaru, at least, the Impreza and this car. Unfortunately....not working.
The big problem I've seen with Scion is that the factory performance accessories really don't go far enough...in fact, they put the cars on level with models that the cars should be competing with in the first place. The xB, I think, is the big seller, and that's merely on it's style and quirky, but lovable packaging. But the tC still comes with less power than a Celica GT-S without the factory blower, and still will handle worse. The xD steps on the Yaris's toes, (I still don't know how Toyota sells the ist and Vitz in the same place) and you can get most of the same go-a-little-quicker bits for the Yaris, while saving weight.
The gap in Toyota's lineup is an inexpensive-GE engined car. I don't think a Toyobaru would replace the Celica. I'd LOVE to see wide-angle twincam heads on the 2.4 used in the tC, Corolla/Matrix XRS, Camry, xB, whatever. The real thing I've noticed is that Toyota's starting to rest on their laurels, and really starting to fall for some of the same traps the Big Three have been. Quality is falling, dependence on a generation that could soon begin to dissapear, and, worst of all, being fine with the status quo.
I think the last great Toyota (not counting the Lexus F-cars) was the Caldina GT-Four of Japan. 3S-GTE engine, 4WD, really aggressive looks (I looked at it in GT4 and thought, "THAT'S a TOYOTA?!) but, unfortunately, Japan-only exclusivity.
Impreza comes in here. Up until recently, the car was a rather aggressive little sporting model. Now it's a Corolla clone with 4WD and a modified VW engine. They even, for some reason, thought it'd be a good idea to make the top model hatch-only. They used to do both wagons and four-doors. As Tiff Needell said, "I want my little blue rally car back!!!"
Suddenly, though, there's hope, in the form of this car, likely an Impreza Coupe, while the name "22B" comes to mind. But...one must wonder...Will they screw this up? Will it end up more like a Focus Coupe than miles of "WIN!!!"
I really, truly, don't know a thing.
and now That I've been around the world and back, we return to your regularly scheduled programming.