The end of Scion

After almost 1.1 million sales across North America, Toyota has decided to close down Scion. The youth-oriented brand, which was launched in 2003 and reached its volume peak three years later, achieves an average customer age of just 36 years old.

Although seemingly quite high, that figure is actually the lowest in an industry where attracting (and keeping) younger buyers is a constant struggle for many manufacturers. So, does the Toyota marque now appeal sufficiently to them, or will disbanding Scion ultimately be seen as a huge strategic error?

Scion FR-S (2016) Front Side

Of course, a positive spin is being put on the news. According to Jim Lentz, CEO of Toyota Motor North America: “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.

“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.”

Scion Annual Sales 2003-2015

Apart from the tC coupé, Scion's product range is going to survive, albeit wearing Toyota badges. The transition begins in August when the 2017 model-year vehicles arrive.

Related posts:
Two Scion iA customs created for SEMA 2015
Equipment updates for the 2016 Scion FR-S

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