Scion Brand Transitioning to Toyota


13 years after its launch, Scion is transitioning into the Toyota brand, the company announced Wednesday (Feb. 3).

While more than 1 million Scion cars were sold over that period, the brand says the decision was made in response to customers’ needs.

It says that while younger buyers are after fun-to-drive, sporty vehicles that look good, they, like their parents, have come to appreciate Toyota’sย attributes of quality, dependability and reliability. So, with new Toyota vehicles evolving to feature the dynamic styling and young peoples’ desire… it only made sense.

Over the years, Scion has consistently been the youngest brand in the auto industry… with an average age of 36 years old.

As part of the brand transition, beginning in August 2016, MY17 Scion vehicles will be rebadged as Toyotas, including the FR-S sports car, iA sedan and iM 5-door hatchback, while the tC sports coupe will have a final release series edition and end production in August 2016. The new C-HR, which recently debuted at the L.A. Auto Show, will be a part of the Toyota line-up.

“This isn’t a step backward for Scion; it’s a leap forward for Toyota. Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network,” said Jim Lentz, founding vice president of Scion and now CEO, Toyota Motor North America. “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. I’m very proud because that’s exactly what we have accomplished.

“We could not have achieved the success we have had without the incredible support of Scion’s customers, dealers and team members, so supporting them throughout this transition process will be one of our top priorities,” said Lentz.

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