Is Toyota About to Kill Off the Scion Brand?

Mike Schlee
by Mike Schlee

Toyota’s much beleaguered youth-focused brand may finally be put to pasture.

News broke late last night that Toyota will be making an official statement this morning, confirming that the Scion brand will be discontinued. Whether this means a gradual run-out of existing model lines or a more abrupt halting of operations is unknown.

As first reported on, a meeting was held late yesterday afternoon where employees of Scion were informed of the brand’s imminent demise.

SEE ALSO: 4 Things I Learned Driving the 2016 Scion iM

With struggling sales and a lineup that consists essentially of rebadged Toyota products, the news of Scion’s discontinuation does not come as a huge surprise. In 2015, the Scion brand moved 56,167 vehicles, which is barely anything compared to the 429,355 Camry sedans sold in 2015 alone.

The exact timing of the announcement still does seem puzzling with the new iM and iA recently launching.

A formal announcement is expected to be made by Toyota at 9 a.m.

[Source: Carbuzzard]

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Mike Schlee
Mike Schlee

A 20+ year industry veteran, Mike rejoins the AutoGuide team as the Managing Editor. He started his career at a young age working at dealerships, car rentals, and used car advertisers. He then found his true passion, automotive writing. After contributing to multiple websites for several years, he spent the next six years working at the head office of an automotive OEM, before returning back to the field he loves. He is a member of the Automobile Journalists Association of Canada (AJAC), and Midwest Automotive Media Association (MAMA). He's the recipient of a feature writing of the year award and multiple video of the year awards.

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5 of 17 comments
  • Jay Maggio Jay Maggio on Feb 03, 2016

    In the graveyard with EDSEL, BRICKLIN, DELOREAN, AVANTI, MERKUR, EAGLE, GEO, PASSPORT, IMPERIAL, STERLING, HUMMER, SATURN, and FISKER. Very few brands born in North America after WWII have survived. Acura, Lexus, and Infiniti, are the exceptions.

    • See 2 previous
    • Reckoning Day Reckoning Day on Feb 27, 2016

      Borinnnnnnnnnnnnnnng ZZZZZZZZZZZZZZZZZzzzzzzzzzzzzzzz?

  • Reckoning Day Reckoning Day on Feb 03, 2016

    Scion is dead...long live the King ! Chevy...