Why Scion Should Live On as a Lifestyle Brand
Scion's creative culture exploits were the real success stories of the former car brand
Toyota North America CEO Jim Lentz announced that the Scion brand would cease to exist. In August 2016, all of the current Scion models will be rebadged as Toyotas. Scion began in 2003 as a ‘laboratory’ for a youth-oriented automotive brand. The model lineup regularly consisted of slightly tweaked vehicles from Toyota’s Japanese market.
Sales overall for Scion were never stellar and Lentz suggested that the brand’s product was now redundant with Toyota’s current lineup: