Toyota Ends Scion Brand After 12 Years, Models to Carry Toyota Badge
Toyota will discontinue its Scion brand in August 2016, rebranding existing models as Toyotas and ending a project that targeted younger buyers in the US market.
Toyota confirmed it will discontinue its Scion brand in August 2016, rebadging all current Scion models as Toyotas for the 2017 model year. The move closes a 12-year chapter that saw the Japanese manufacturer attempt to attract younger buyers in the US with a distinct small-car marque.
Scion launched in 2003 as a separate badge for the US, with Toyota aiming to reach buyers who might not otherwise consider its mainstream offerings. The brand found early success: more than a million cars were sold, and Toyota reported that 70 percent of Scion buyers were new to the group. About half were under 35, making Scion the youngest brand in the US market by average customer age.
Despite its early momentum, Scion’s sales declined sharply in the years leading up to the decision. In 2015, the brand sold just 56,167 units in the US. Toyota cited this trend in announcing the end of the experiment, describing the move as a step forward for the parent company rather than a retreat. The company said Scion had served as a test bed for new products and marketing ideas that would have been difficult to trial under the Toyota badge.
What happens to Scion’s models?
From August 2016, the existing Scion models will be sold under the Toyota nameplate. The FR-S sports car, iA sedan, iM hatchback and the upcoming C-HR crossover will all transition to the Toyota range. The tC coupe will receive a final release series edition before ending production later in 2016.
- Scion FR-S becomes Toyota 86 (outside North America, already known as GT86).
- Scion iA sedan becomes Toyota Yaris iA.
- Scion iM hatchback becomes Toyota Corolla iM.
- Scion C-HR crossover joins Toyota as C-HR.
- Scion tC coupe ends production after final edition.
Toyota stated that Scion employees in the US would be offered positions within Toyota Motor Sales, aiming to retain experience gained during Scion’s run. Dealers will continue to sell the rebadged models under the Toyota banner.
Scion’s impact and Toyota’s strategy
While Scion’s sales never matched the volumes of major competitors, its role in introducing new buyers to Toyota has been acknowledged by the company. The end of the brand reflects changing market conditions and a shift in Toyota’s approach to reaching younger customers, who are now more likely to consider the main Toyota range directly. The models developed for Scion will remain available, but with Toyota badges from the 2017 model year.
