Think of it as the Peter Pan brand, forever young. And that’s just the way Scion intends to stay despite recent rumors suggesting Toyota’s youth-oriented brand will shift its focus.
But don’t think there aren’t some big changes in the works, suggested Jack Hollis, the general manager of the Scion division. Quite the contrary. For one thing, the brand will be expanding its line-up. And some familiar nameplates will soon be going away – with some radically new alternatives taking the place of familiar offerings like the boxy xB.
Meanwhile, Scion’s success hasn’t been ignored by other regions of the far-flung Toyota empire. And so, while conceived specifically as a U.S. brand Scion very well could expand into other markets from China to the Middle East, officials told TheDetroitBureau.com in an exclusive interview.
“Scion will need to change and evolve because the younger generation is changing quickly,” said Hollis, stressing that the Millennial market is feeling the impact of not only the recession but economic changes likely to reach years into the future.