Toyota Axes Scion Brand, Will Transition Models

Scion will soon be no more.

Toyota says it will give the brand the boot this year, in August to be exact. The news comes at an odd time, since the company recently unveiled some new models.

The most recent addition to its line-up is the C-HR concept. It will get the Toyota name when it hits the market in 2017. Both the iA sedan and iM 5-door hatchback will be rebadged as Toyotas for the 2017 model year. As will the FR-S sports car.

Scion C-HR

Scion C-HR Concept

2016 Scion iA

2016 Scion iA

2016 Scion FR S

2016 Scion FR-S

Not such great news for the tC sports coupe, however. It will hit the road for good in August after a final release edition, as planned.

Toyota created the Scion brand in 2003 which makes it 13 years old. The automaker says it was intended to serve as a “laboratory” to explore new products and attract younger customers. Toyota says Scion’s done all that and now it’s time to transition back to the parent company brand. Toyota says Scion sold more than a million cars during its run, and 50 percent of those were to buyers under the age of 35.

“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, 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. I’m very proud because that’s exactly what we have accomplished.

Toyota says ultimately its decision to fold the brand boils down to a response to what customers want. It says young buyers still want fun-to-drive vehicles but they’re now more practical. At the same time, Toyota’s livened up it own brand so its attracting more young customers on its own.

Toyota says Scion employees will have the opportunity to take on new roles within the Toyota brand.

Photo Credit: Scion/Toyota
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