Toyota Pulls the Plug on Scion, Brings Existing Models into Toyota Fold
After 13 years, Toyota Motor announced today that it will discontinue its Scion youth nameplate and fold existing models into the Toyota brand, beginning in August with 2017 model-year vehicles. In a statement, Toyota officials said Scion has served its purpose as a “research lab” to develop new products and online programs and attract new, younger consumers.
As part of a transition, Scion’s FR-S sports car, iA sedan, and iM hatchback will be rebadged as Toyota models. The tC coupe will have a final edition and end production in August 2016, while the C-HR compact crossover concept, which debuted at the recent Los Angeles Auto Show, will launch as a 2017 Toyota model. Additionally, Scion customers will be able to service their vehicles at Toyota dealerships.
Nearly 1.1 million Scion vehicles were sold since 2003 when the brand launched. “Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network,” concluded Jim Lentz, founding vice president of Scion and now CEO, Toyota Motor North America.
According to Toyota, some 70% of Scion vehicles were purchased by conquest buyers, while 50% were delivered to consumers under age 35. Power Information Network® (PIN) from J.D. Power analysis reveals that in past years, the tC was the model with the youngest buyer demographic. In January, the new iA and iM boosted Scion U.S. sales by 38.2% from a year ago, Toyota reported.