Toyota has announced that the Scion brand will be phased out after the 2016 model year.
Although Toyota claims “Scion achieved its goals of developing unique products and processes, and bringing in new, younger customers to Toyota,” the reality is that the brand’s sales never really took off ever since it was established in 2003.
Only offered in the United States, and in Canada from 2010 onwards, Scion’s current lineup includes the FR-S sports car, the iM five-door hatchback as well as the tC compact coupe. The latter will retire next fall, while the two others will integrate Toyota’s product range for the 2017 model year. In addition, the Scion C-HR Concept that was unveiled at the Los Angeles Auto Show will wear a Toyota badge when the production version goes on sale. The subcompact Scion iA that’s sold in the U.S. is already sold as a Toyota in Canada – the Yaris Sedan.
Scion was created to draw in a younger customer base, since at the time, the average age of Toyota buyers were more than 50 years old. According to the company, the average age of Scion owners is 39. However, now that Toyota is shifting its marketing strategy to produce more dynamic, fun-to-drive cars and trucks, Scion pretty much became irrelevant. Outstanding warranties will obviously still be honoured, and after-sales service will be performed at Toyota dealerships.
Over the years, Scion offered the xA and xD five-door subcompact hatchbacks, the tC coupe, the xD compact hatchback, the iQ minicar as well as the FR-S and the iM.