I think its a valid question. Yes the iA wins on price in the segment, but as Autoblog points out while great dynmaics may of been a saving grace for the iA vs more 'luxurious' rivals from Ford and Hyundai, without those its simply a cheap car...
http://www.autoblog.com/2015/06/29/2016-scion-ia-first-drive-review/Where the Scion iA should set itself apart is from behind the wheel. But unfortunately, that isn't totally the case. It's really no better than a Fiesta in terms of driver engagement, and Ford offers a lot more stuff to attract buyers. The same can be said about the Hyundai Accent, Kia Rio, Chevy Sonic, and so on.