The Scion Brand is Dead


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. Scion’s 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.

SEE ALSO: Scion FR-S Variants in Doubt Due to Poor Sales

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

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

SEE ALSO: Scion xB Finally Gets the Axe

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.

Scion’s 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.

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Discuss this story at our Toyota Forum

  • Grman Rodriguez

    “‘today’s younger buyers,’ who want fun-to-drive vehicles which are practical and reliable, a combination of traits that executives believe Toyota can deliver”

    So Scion car were either boring, unpractical or unreliable?

  • timothyhood

    Ha, ha, no, that’s just marketing double-speak for “Scion failed to attract the customers we were hoping it would, so why bother with a separate brand if Scion buyers would be Toyota buyers anyway?”

  • Nasmir Fellows

    Only exclusively sold in NA, was probably why:}

  • Perry F. Bruns

    They were only sold as Scion models in North America. All Scion models were sold elsewhere as Toyotas.

  • Perry F. Bruns

    I think it was more that Toyota tried to get 18-25-year-old buyers, and instead got middle-agers like me. Of course, while anecdote != data, I have found my xB to be practical and reliable, though I’d rather have an interior not made of tackle-box plastic. 😉

  • Nasmir Fellows

    Do you have the 1st or 2nd Gen xB and what year

  • Perry F. Bruns

    I have a 2011 2nd Gen xB. Overall, I’m happy with it, though I would have liked better fuel economy, rear seats that fold down all the way, better interior composition, and a less ridiculous dashboard. 😀

  • Riiiiiiiick

    Maybe I can pick up a lightly used FR-S for even cheaper now.

  • Mark S

    Do it! Car is great fun! There were some issues with the 2013 (lights, no knee pads), but still see a lot of them around. The earlier ones have slightly different suspension set ups, but unless you are tracking the car, not sure you will notice much.

  • Nasmir Fellows

    Doubt it the badge is gone not the name, yet.

  • Mark S

    Wonder if the local dealer will help me rebadge my FR-S for a Toyota. That said, did not catch if the FR-S will now be the Toyota FR-S or ideally the Toyota GT86 that the rest of the world enjoys.

  • Ji Dosha

    Possibly, but then they’d jack the price up to BRZ pricing.

  • Mark S

    Yep, think “Pure Pricing” is down the pan.

  • roundthings

    If they were smart they would call it the Toyota Celica

  • Mark S

    Maybe I prefer GT86. This name already has a lot of a global appeal and the increase the AE86 link. GT86 branding in Europe, Australia, etc. already strong – they can play on that a bit.

  • smartacus

    yes You are EXACTLY right! Celica is more historically correct!
    It used to be a low slung rwd sporty coupe until 1985 when it switched to fwd.
    GT86 is a link to AE86, which was a Corolla Levin

  • Perry F. Bruns

    Not that I’m going to sell my car–I tend to drive my cars until they wear out, so I have about 150,000 miles to go–but I wonder what effect this will have on the resale value of Scion cars?

  • Mark S

    Maybe not a lot. This is not like Saab losing everything or even orphan brands like Saturn that at least had some shared parts with GM product, this is a re-badge. 😉 maybe the prices will go up (I can dream!).

  • Perry F. Bruns

    True. In fact, Saturn and Scion share a lot of similarities–some of the last Saturns to roll off the line were just rebadged Opels, and the rest were barely altered GMs or even Vauxhall/Chevrolets! By the same token, all Scions were sold elsewhere under different names, even the ones that weren’t rebadged like the iA. The second generation xB, for instance, is known in Asia as the Corolla Rumion, and in Australia as the Corolla Rukus.

  • Nasmir Fellows

    Prices on xB and xA first Gen may rise, moreso than the xB and xD second Gen since the first models represented the glory days of Scion.

  • Paul

    This news after the local dealership just moved to a new building and put up new Scion signs as well. I guess the left hand doesn’t know what the right hand is doing with corporate HQ.

  • Mark S

    If they had told the dealers, the car sites would have known in hours!

  • Ninja250

    Xb was unique, but Kia built a better, higher quality, copy called the Soul. The switchgear on all the Scions feels cheap, like it would break off in your hand on day one. Most Scion exteriors are hideous, but what is worse, so are the interiors – everything about Scion screams cheap, even to a twenty-something. Without exception, every Scion model is underpowered and overpriced. The FR-S could have sold if it had been built with a turbo boxer engine and AWD, but it was way too underpowered for the target market. Toyota desperately needs to close Calty Design Research and fire everyone there. The last decent designs Toyota ever made were the W20 MR2’s from 1989–1999, the T180 Celicas from 1989–1993, and the A80 Supra from 1992–2002. I previously owned a W20 MR2 and a T180 Celica which were GREAT cars. It’s getting close to 20 years since Toyota has built anything of note, with the possible exception of the expensive Highlander Hybrid. I was just at the North American International Auto Show and Toyota has absolutely nothing – even GM’s offerings look better. Plus, they are wasting resources building the hydrogen Mirai, which can be fueled at maybe 8 locations (when their working) in LA county. Toyota’s glory days in the ’90’s seem to be well behind them.

  • Nasmir Fellows

    xA along with 1st Gen xB was a quality piece (xD was not too bad either). it’s a shame it is now gone.

  • Nasmir Fellows

    Auto industry is becoming more and more vanilla.

  • Mr Bill

    Somehow the phrase ‘fun to drive’ and the name Toyota in the same sentence just doesn’t jive.

  • roundthings

    Don’t let the door hit you on the way out

  • smartacus


  • rbchamp

    Had a Spazda. What a piece of crap rebadged furd. Not crazy about a Corolla but at least its reliable.

  • smartacus

    You already had a Scion iA? What were its biggest detriments?
    hey, do you think they will cannibalize each other? or will iA just flop?

  • John Gabe

    Autism is a great word to define you.

  • smartacus

    short, poor, virgin are great words to define you

  • Dominic Brissette

    Mazda was never “a rebadged furd” except for the Tribute and b-series pickup

    They had a joint partnership with Ford and Volvo in which engineers from the 3 companies worked together to create platforms they could share (mazda3-focus-v40, mazda6-fusion, etc.) and Ford never owned more than 30% of mazda’s shares, which mazda bought back completely a few years ago.

    Please educate yourself more before unloading a hunk of shit on mazda

  • rbchamp

    Geez you’re so smart!

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