Toyota Axes Scion Brand

Toyota Motor Corp. on Wednesday announced plans to scrap its Scion brand and fold its operations into the Toyota division.

Mnet 191001 Scion

Toyota Motor Corp. on Wednesday announced plans to scrap its Scion brand and fold its operations into the Toyota division.

The company said that Scion achieved its goals of developing new products and attracting younger customers, but that today’s young car buyers also value the stability of the Toyota brand.

“I was there when we established Scion and our goal was to make Toyota and our dealers stronger by learning how to better attract and engage young customers," said Toyota North American chief Jim Lentz. "I’m very proud because that’s exactly what we have accomplished."

Scion sold more than 1 million vehicles since its debut in 2003, but its 2015 sales totals were less than a third of its 2006 peak.

Nonetheless, Toyota said that the average age of a Scion buyer -- 36 -- was the youngest in the industry and that most buyers were entirely new to Toyota vehicles.

“It’s been a great run and I’m proud that the spirit of Scion will live on through the knowledge and products soon to be available through the Toyota network," said Scion vice president Andrew Gilleland.

In August, model year 2017 Scions, including the FR-S sports car, iA sedan, iM 5-door hatchback and recently debuted C-HR hatchback, will be rebranded as Toyota models. The tC sports coupe will cease production.

Scion's 22 dedicated employees will be able to take new positions at Toyota's offices in Torrance, California.

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