It appears the quirky Scion brand that Toyota has offered to appeal to younger buyers for the last 13 years is being killed off. The big problem for Scion is that none of its cars went particularly mainstream with buyers. Sales for Scion have continued to fall for years despite new models like the FR-S, iA, and iM.
One of the biggest challenges for Scion was the fact that the younger people the brand targeted simply don’t buy that many cars. Last year the entire Scion brand sold only 56,167 cars. Toyota sold more Avalons than it did all the Scion models, and the Avalon isn’t exactly a mainstream popular car.
The Rise and Fall of Scion
The biggest sales year for Scion was 2006 when it sold 175,000 cars. This peak was driven by models like the Scion xB and tC, which initially captured the attention of younger buyers with their unique designs and affordable price points. However, as the years went by, the novelty wore off, and the brand struggled to maintain its momentum. The automotive market is highly competitive, and Scion’s inability to evolve and adapt to changing consumer preferences contributed to its decline.
Another factor that played a role in Scion’s downfall was the economic recession of 2008. During this period, many younger buyers, who were Scion’s primary target audience, faced financial hardships and were less likely to purchase new cars. This economic downturn had a lasting impact on the brand’s sales figures.
The Future of Scion Models
What exactly will happen to the Scion cars is unknown at this time. It’s unclear if the Scion models will simply be killed off or if they will transition to Toyota models. The FR-S is particularly appealing as a lower cost RWD sports car; perhaps it can finally become the Toyota GT86 that fans have really wanted it to be. The future for that car is uncertain in the face of sagging sales.
The Scion iA, which is essentially a rebadged Mazda2, could potentially be absorbed into Toyota’s lineup as a compact sedan offering. Similarly, the Scion iM, a hatchback that offers practicality and a sporty design, might find a place within Toyota’s broader range of vehicles. These transitions could help Toyota retain some of the loyal Scion customers while also attracting new buyers.
It’s worth noting that Toyota has a history of rebranding and integrating models from its sub-brands. For example, the Toyota Yaris iA was originally a Scion model before being rebranded under the Toyota nameplate. This precedent suggests that some of the more popular Scion models could continue to live on under the Toyota brand.
In conclusion, while the demise of the Scion brand marks the end of an era, it also presents an opportunity for Toyota to reassess and realign its product offerings. By integrating some of the more successful Scion models into its lineup, Toyota can continue to cater to a diverse range of customers and maintain its position in the competitive automotive market.
via Motortrend
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