Scion was a brand created and owned by Toyota Motor Corporation. It was not an independent company but a subsidiary marque, much like how Lexus operates under Toyota. Toyota launched Scion in 2003, and after a 13-year run, the brand was discontinued in 2016. Many of its popular models, like the tC and xB, were developed and manufactured by Toyota, and former Scion vehicles are now sold and serviced exclusively through Toyota dealerships.
Toyota established Scion with a clear, data-driven goal: to attract a younger generation of buyers, specifically Gen Y (Millennials). The brand was a bold experiment in automotive marketing. It broke from traditional dealership practices by offering a "mono-spec" or pure price model. This meant each car had a single, well-equipped trim level with very few options, simplifying the buying process and promoting transparent, no-haggle pricing.
Scion's model lineup was intentionally small and focused on distinctive, often quirky, designs. The xB, with its iconic boxy shape, became a cultural phenomenon. The brand also heavily embraced customization and aftermarket parts, appealing to buyers who wanted to personalize their cars. While successful in its initial mission, the brand's core audience grew older, and market trends shifted towards SUVs. Toyota decided to reintegrate the Scion models into the Toyota badge, discontinuing the Scion name to streamline its overall brand portfolio.
Here is a quick overview of Scion's key models and their production years:
| Model | Production Years | Body Style | Notable Feature |
|---|
| xA | 2004-2006 | 5-door Subcompact | Fuel-efficient hatchback |
| xB | 2004-2015 | 5-door Compact Wagon | Iconic "box on wheels" design |
| tC | 2005-2016 | 3-door Liftback Coupe | Sporty profile and affordability |
| xD | 2008-2014 | 5-door Subcompact | Replaced the xA |
| iQ | 2012-2015 | 3-door Microcar | Ultra-compact city car |
| FR-S | 2013-2016 | 2-door Sports Coupe | Co-developed with Subaru (Toyota 86) |
