After 13 years, Toyota is saying goodbye to the Scion brand. Back in 2003, Scion was launched as a way for Toyota to reach younger buyers, but now Toyota is ending the brand’s run and moving some of its models under the Toyota umbrella.
After 13 years, Toyota is saying goodbye to the Scion brand. Back in 2003, Scion was launched as a way for Toyota to reach younger buyers, but now Toyota is ending the brand’s run and moving some of its models under the Toyota umbrella.
Up until recently Scion has struggled with an aging lineup, but with the release of new models, like the iA sedan and iM five-door hatchback, it looked like the brand had been given some new life. Instead Toyota has decided to move the iA, iM and FR-S is going to be badged as Toyota’s starting with the 2017 model year. The tC will end its run this summer and the upcoming compact crossover that was supposed to be a Scion, will now be badged as a Toyota.
“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 Jim Lentz, founding vice president of Scion and now CEO, Toyota Motor North America.
Source: Toyota
