It was intended to attract the sort of hip young buyers who were largely steering clear of Toyota stores, and, for at least a few years, it worked. But with sales steadily dropping despite an infusion of new product, Toyota is pulling the plug on its Scion brand.
Products like the new Scion iM and iA won’t be abandoned, however. The plan is to rebadge them as Toyota products for the 2017 model-year, though it’s unclear what will happen to the edgy C-HR crossover vehicle that Scion was developing, as it could come to close to existing Toyota products.
“This isn’t a step backward for Scion; it’s a leap forward for Toyota,” said Jim Lentz, the CEO of Toyota North America, is a statement. “Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network.”