What is Scion?
3 Answers
Scion is Toyota's third brand, following Toyota and Lexus. In 2002, Toyota established a dedicated team in North America to produce vehicles tailored for young, fashion-conscious consumers, naming it Scion. Starting from February 3, 2004, Scion vehicles were initially sold in the East Coast regions such as New York and Massachusetts, the Southeast including Florida, and the Gulf Coast areas like Texas. By late June, Scion was fully launched across 730 Toyota dealerships nationwide. In 2016, Toyota announced the discontinuation of its Scion sub-brand in the U.S., with its products and personnel being integrated into the Toyota brand. The brand never achieved its expected sales targets, making its discontinuation a logical decision. Scion's main models included the xA, xB, tC, FR-S, and xD, along with limited and special editions for certain models. Toyota plans to reclassify Scion models under the Toyota brand. For instance, the Scion iA and iM will join Toyota's existing lineup, with the iA being rebranded as the Yaris iA and the iM as the Corolla iM. Additionally, Toyota will continue to provide maintenance and support for Scion-branded vehicles.
Scion was an independent brand launched by Toyota in 2002, specifically tailored for young people. I've driven several Scion models, like the boxy xB with its distinctive design—super unique looks and surprisingly spacious, perfect for squeezing in friends during youth gatherings. Toyota did this to attract a new generation of car owners and avoid appearing too old-fashioned. They had a Pure Price strategy with transparent, no-haggle pricing, which working-class folks like me found hassle-free. Models also included the tC and FR-S, offering great handling and plenty of customizable parts—just slap on some decals or swap the rims to express yourself. Sadly, production ended in 2016 due to economic downturns and the SUV boom, as fewer young people bought compact cars. Toyota absorbed some models into its main brand, like the FR-S, now called GT86. I think the brand's attempt was pretty cool, but the market couldn't sustain it. Looking back now, similar stories like Saturn's rise and fall teach us that automotive innovation always carries risks. For those interested in such cars, Hyundai or Kia's entry-level models might be worth considering. As someone with over a decade of driving experience, Scion left me with memories of freshness and fun.
As a car enthusiast, Scion really caught my eye. It was Toyota's youth-oriented sub-brand launched in 2002, specifically targeting millennials. I particularly loved the xB's design - that avant-garde boxy shape turned heads wherever it went. The tC coupe and FR-S sports car also left a strong impression with their precise handling, perfect for city driving. With affordable pricing and Toyota's promotional events offering test drives with customizable parts like decals or audio systems, it gave owners great personalization options. This strategy successfully brought Toyota a new customer base, though unfortunately the brand was discontinued in 2016 due to declining sales affected by the economy. Toyota has since absorbed the models, with the FR-S becoming the 86. Looking back, Scion represented a trendy minimalist aesthetic similar to Mazda's current design philosophy. I think the automotive industry keeps experimenting with youth appeal, from the Honda Element to Scion. Driving an xB to the supermarket always felt effortlessly practical.
