The Scion Brand is Dead - Scion Forum
 
LinkBack Thread Tools Display Modes
post #1 of 1 (permalink) Old 02-03-2016, 09:57 AM Thread Starter
Member
 
Join Date: Jul 2010
Posts: 124
(Thread Starter)
Default The Scion Brand is Dead


Quote:
Toyota has made it official: the Scion brand is dead.

Scion will now transition back into the Toyota brand, which means that the FR-S, iA sedan and iM 5-door hatchback will be badged as Toyotas beginning in August of 2016. Scionís other vehicle, the tC coupe, will get one last release series special edition before it is discontinued in August of 2016.

Scion became its own brand in 2003 and was an attempt by Toyota to attract younger customers. The brand never really caught on, with slow sales, long product droughts and many reports claiming that average buyers were in their late 40s.

'This isnít a step backward for Scion; itís 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. 'I was there when we established Scion and our goal was to make Toyota and our dealers stronger by learning how to better attract and engage young customers. Iím very proud because thatís exactly what we have accomplished.'

According to the brand, the decision to kill off Scion is driven by 'todayís younger buyers,' who want fun-to-drive vehicles which are practical and reliable, a combination of traits that executives believe Toyota can deliver.

Sales began to tumble in 2007 at Scion and things never quite turned around. Even the FR-S sports car, regarded as a return to the cheap, lightweight classic sports cars was not enough to save the brand, with strong sales initially that rapidly tapered off.

Scionís 22 person team will be offered new jobs within Toyota Motor Sales, USA.

Scion owners will continue to visit Toyota dealerships to have their cars serviced.
Read more about The Scion Brand is Dead at AutoGuide.com.
AutoGuide.com is offline  
Reply


Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
 
Thread Tools
Show Printable Version Show Printable Version
Email this Page Email this Page
Display Modes
Linear Mode Linear Mode



  Similar Threads
Thread Thread Starter Forum Replies Last Post
Scion iA Announced as Brandís First Sedan AutoGuide.com Scion Forum News & Scion News 0 04-01-2015 02:13 PM
Scion iA Announced as Brandís First Sedan AutoGuide.com World Debuts of Scion iM 5-door hatchback and Scion iA sedan 0 04-01-2015 11:52 AM
Scion iA Announced as Brandís First Sedan AutoGuide.com Scion Forum News & Scion News 0 03-18-2015 09:59 AM
Scion xB, xD to Live on Says New Brand Boss AutoGuide.com Scion Forum News & Scion News 0 12-07-2012 06:51 PM
Scion Pickup Truck Still Possible Says Youth Brand's Boss AutoGuide.com Scion Forum News & Scion News 0 01-13-2011 03:59 PM

Posting Rules  
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On

 
For the best viewing experience please update your browser to Google Chrome
 


Search Engine Friendly URLs by vBSEO 3.6.1