Toyota Discontinues Scion Brand To Market Under Its Own Signature Brand Name

Scion brand is now available under the name of Toyota signature brand.

Toyota Motor Corp. recently announced to bid farewell to its Scion brand that was launched in 2003. So now, Scion will go through a merger and the vehicles will retail under the umbrella of Toyota. According to the announcement by the company, the reason was the continuous staggering sales.

The company came up with Scion brand that was aimed to attract the youngsters of Puerto Rico, United States and Canada. The car had a very sporty outlook and was smartly designed to attract the young minds. Thus, not all those who love this brand might like the decision made by the company.

While addressing the Spring 2015 launch, Scion’s former Vice President Doug Murtha explained the strategy focuses on marketing and the brand targets the young, energetic, urban populace who wanted their cars to reflect their personality. Consequently, the cars they wanted were different from that of the elders.

Youngsters desired to have themselves positioned as stylish, trendy, and urban, which will distinguish them from the elders. However, the scenario has changed now to a great degree and Vice President claimed that parents are now extremely engaging and communicating with their offspring. Thus, the strategy initially deployed is obsolete now.

Toyota Motors could not do much when it comes to the brand since Scion was badly affected by the economic crisis in 2008 that caused the global havoc. According to Chicago Tribune, Jim Lentz – Chief Executive Officer at Toyota Motor North America – registered his comments where he claimed that putting an end to Scion is not a bad move, but a step ahead. Mr. Lentz also highlighted the company’s goal of having a strong market that focuses on youngsters.

USA Today suggests the company has been successful in selling almost a million cars since it was launched. Sales of the brand have gone down at a steady pace to 68% in FY15 in contrast to the sales in FY06. In compliance to the data by USA Today, the business was successful in selling 173,034 vehicles in 2006, which reduced to 56,187 in 2015.

From 2015, Toyota was striving hard to breathe in new life in Scion since it also came up with a small crossover C-HR concept car during the Los Angeles Autoshow in November FY15. However, Scion failed to redeem itself and the automaker decided to launch the C-HR car.

The present customers and dealers of Scion will not be affected by the decision of calling the brand off. Customers can now reach Toyota dealers, buy vehicles, and enjoy all the services they had earlier.