Toyota has just announced that Scion is closing it’s doors as a sub brand. Scion was Toyota’s attempt to connect with the younger market, and had been suffering from poor sales in recent years. This brings the brand to a close, after what was such a promising start to it’s existence in 2003.
It seems like just yesterday the quirky models like the tC, xA and xB injected new life into the Toyota brand. What quickly grew as a tremendous following and groundswell of young buyers looking for something different, became stale and old just as fast. Selling just 6,167 cars sold last year in the U.S, it was a clear sign to Toyota to pull the plug.
These stagnant sales numbers are even more appalling when you consider the successful launch of the FR-S. Winning multiple awards, the incredible platform has been wildly successful in the short amount of time it’s been around.
It’s been highly modified and shown off at any number of car shows and events, including headlining at the 2013 SEMA show just a few years ago. Despite all of this it was the lack of improvements to the other models that sadly did Scion in.
Toyota will absorb the current base of customers, ensuring that current owners won’t be left high and dry. Scion warranty and service work will be handled by Toyota dealerships and the current crop of vehicles out there will be rebranded.
Toyota is spinning the closing of Scion as a win, citing the percentage of buyers under 35. However any Scion owner would be hard pressed to believe this story.
“This isn’t a step backward for Scion; it’s a leap forward for Toyota,” says Jim Lentz, CEO of Toyota Motor North America.
Ultimately it’s another sad tale regarding the ever changing economics of the automotive industry. Where many will point to the struggling economy, many others will point to the lack of ingenuity when it counted the most. Starting out so fresh and new, many believe that Scion lost their way, losing important ground to competitors.
It’s not just enough to feature a low cost vehicle that’s good on gas anymore. The competition for the youthful market that Toyota built Scion for is heating up, and Toyota has their work cut out for them if they want to strive in this arena. In many respects it’s a statement by the young demographic, that the status quo just won’t do anymore.
When you look at it this way, it’s a win for everyone except for the current crop of owners out there. Want more information about the closure of Scion? Subscribe to My Pro Street for all the latest news and updates.
