Toyota Kills Scion Brand

Posted: Feb 3 2016, 12:01pm CST | by , in News | Latest Business News


Toyota Kills Scion Brand
Photo Credit: Getty Images

It has been 12 years since Toyota Motor Corp brought out the Scion brand, and today they announced that they were pulling the plug on the small car that was aimed at younger buyers.

According to Toyota, the three 2017 model Scion cars will be rebadged and the Scion tC small coup will completely go out of production.

Scion sales peaked at exactly 173,034 vehicles sold in 2006, but have fallen considerably since them. Toyota sold a dismal 56,167 Scion vehicles in 2015. Though the market is leaning toward larger cars and trucks in today's world, this is still a very low number. However, Fiat has also stopped producing smaller cars as well.

Toyota had high hopes for Scion, as it was a series originally designed for the Japanese market. They had some success here and there with specific models, but never had a model that really caught on for the general public. One of those cars, the FR-S that looks more like the iconic Toyota Calicas of the 1970s, will be rebadged and continue to be sold.

Toyota now has the problem of appealing to younger drivers and consumers, especially those in their twenties, who actually aren't buying cars as often as they used to. Now the average age of people driving a Toyota is creeping up, and the brand is definitely worried.

Half of Scion buyers were under 35 years old, according to USA Today.

"Scion has allowed us to fast-track ideas that would have been challenging to test through the Toyota network," Toyota North America chief executive Jim Lentz said in a statement. Lentz was the founding vice president of the Scion brand.

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The Author

<a href="/latest_stories/all/all/46" rel="author">Noel Diem</a>
Noel passion is to write about geek culture.




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