It's Official: The Scion Brand Is Dead
Toyota has announced today that the Scion brand is no more. The Japanese auto giant first launched it in 2003 with the aim of attracting younger buyers in the North American market, and it seemed to have worked - the brand has the youngest average buyer age (36) in the car industry, apparently. Regardless, Toyota has seen fit to kill off Scion.
The tC (below) will die with the brand, ending production in August 2016, while the remaining models - the FR-S, iA and iM - will be sold as Toyotas from the 2017 model year onwards. The incoming Scion C-HR will also be getting a Toyota badge.
The 22-strong team of dedicated Scion employees will all be offered new jobs at Toyota USA, while servicing and repairs for Scion vehicles will continue with Toyota dealerships as normal. Meanwhile, people from the rest of the world are still looking at the top image thinking “what’s that weird badge on the front of that GT86?”
UPDATE: Toyota USA has since confirmed to us that the FR-S model name will still be used after the Scion brand is discontinued.
Growing up on a diet of World Rally Championship highlights and lengthy Gran Turismo 2 sessions, a life in cars was as good as inevitable for Matt.
Comments
Oh great, people were confused enough when I said I had a Scion before, how confused are they going to be when it’s a brand not even sold anymore?
Then I would start buying frs’s and sell them as a rare car
So that means we will have to Toyota gt86 now?
Good
Noooooooo!!!!!
Who cares?
Gt86 to muriccaaaaa?!?!?!
I’m gonna miss the Tc :(
In Canada, they’ve sold the Scion iA as the Yaris Sedan, so I guess that won’t change.