Toyota Kills Off Scion Brand After 13 Years
It’s curtains on the youth-targeted Scion brand after 13 years.
Toyota has officially decided to discontinue Scion, killing off the brand due to poor consumer response, and the fact that the latest Toyota cars appeal to youth demographics more than the Scions actually aimed towards them.
“This isn’t a step backward for Scion; it’s a leap forward for Toyota. Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network,” said Toyota Motor North America CEO Jim Lentz. “We could not have achieved the success we have had without the incredible support of Scion’s customers, dealers and team members, so supporting them throughout this transition process will be one of our top priorities.”
With the death of the Scion brand comes the decision to fold three of its best-known models into the broader Toyota lineup. Those models include the FR-S, the iM and the iA. However, the tC will be axed after the release of its final version in August of this year. Meanwhile, the C-HR small crossover, originally planned to hit the market under the Scion brand, will now come to America as part of the Toyota fleet.
Having first-hand experience with Scion cars in the past, I think it’s a shame they never really caught on with the youths towards whom they were targeted. They’re fun little cars, and well-made. I don’t know that it was ever an exciting brand though, which could be part of why it never became the runaway success Toyota might have hoped it’d become. There’s also the whole issue with youth-oriented drivers not necessarily buying new. A youth-targeted brand is a good idea in theory, but it tends to fall apart once you actually need young people to plunk down good money when loads of cheaper options exist. But I suppose Scion cars will endure in some fashion, with FR-S, the iM and the iA surviving the brand collapse. So while it’s farewell to the Scion brand, it looks like its cars will live on in some fashion.
But what do you think of the end of the Scion brand? Sound off in the comments!