Thinking about buying a used Scion or curious what happened to this once-popular brand? You’re in the right place. Toyota launched Scion in 2003 as an affordable, style-focused brand for younger buyers, but discontinued it just 13 years later in 2016.
The story of Scion is fascinating—from breakthrough models like the FR-S sports car to why Toyota ultimately pulled the plug. Let’s dive into everything you need to know about Scion vehicles, including where those popular models ended up.
Table of Contents
The Birth of Scion (2003-2016)
Toyota created Scion in 2003 with a clear mission: attract younger customers who found traditional Toyota models too conservative. The brand served as Toyota’s experimental lab, testing fresh marketing approaches and car designs in the North American market.
Scion’s strategy was simple but remarkably smart. The brand aimed to keep prices affordable, making its cars especially appealing to first-time buyers. Each model featured a distinctive design that stood out from the competition, reinforcing Scion’s youthful and unconventional image. The company also introduced a “Pure Price” policy, ensuring a no-haggle buying experience that made purchasing straightforward and transparent. To top it off, Scion focused heavily on customisation, offering a wide range of dealer accessories that allowed buyers to personalise their cars to reflect their individual style.
The boxy Scion xB became an instant hit, showing that young buyers wanted something different from the typical sedan. Within three years, Scion was selling over 170,000 vehicles annually.
Scion Cars Debut in 2003
In 2003, Scion Cars began its journey. Toyota started this new brand in the United States. They wanted it to be a lab for testing out new ideas and ways of doing things. The main goal was to pull in younger buyers.
Scion cars were made to be stylish but still easy on the wallet. The logo showed off the brand’s fresh feel and big dreams. One car that really stood out was the XB. This boxy ride had a style all its own, which helped Scion make waves and sell more cars.
Targeted towards Younger Customers
Scion cars were made for young people. They wanted to catch the eye of buyers who were in their youth. In 2002, Scion came on stage with a clear goal. That was to win over younger car lovers.
The brand worked hard to reach out to young consumers with cool, different cars that they could make their own. Ads even reached kids as young as 8 to 15! But in the end, Toyota found out that these young customers wanted Toyota cars, not Scions.
Emphasised Inexpensive, Stylish, and Distinctive Sport Compact Vehicles
Scion cars had good style and were cheap. They did not look like other small sporty cars. Many young people liked them because they could change the car to make it their own.
You could get a Scion car without spending lots of money, so they got very popular. These cool, cheap cars changed how people think about fun little sports cars for good.
Struggles and Discontinuation of Scion Models
Scion faced numerous challenges, which ultimately led to the decision to discontinue the brand.
Challenges Faced by the Brand
Despite its fresh and youthful image, Scion faced several challenges that ultimately led to its downfall. Over time, sales began to decline, and the brand struggled to connect with its target audience. While Scion was designed to appeal to younger buyers, many in that demographic didn’t resonate with its unconventional styling. Even though Consumer Reports praised Scion for its reliability, that reputation wasn’t enough to boost sales.
By 2016, Toyota announced the discontinuation of the Scion brand due to the continued drop in demand. Since then, no new Scion models have been produced, marking the end of the brand’s short but memorable run in the automotive world.
The decision to Discontinue Scion Cars
The decision to stop Scion was a tough one. Toyota made this move after 13 years of hard work. It happened on February 3, 2016. They did this because the brand did not do well in the market.
Sales were low, and people did not like it much. The cars were made for young buyers, but they did not sell as much as they hoped for. In August 2016, everything came to an end with Scion.
Some of the models became Toyotas. Others just ended up being stopped.
Scion Cars Lineup and Pricing
Scion offered a range of models, including compact cars and SUVs, with pricing that was affordable for younger customers.
Range of Models Offered by Scion
Over the years, Scion introduced a lineup of cool and distinctive cars that stood out in the market. In just 13 years, the brand produced eight unique models, many of which gained a loyal fan base — especially favourites like the Scion xA and xB. Each model came in a single trim level with a fixed base price, reflecting Scion’s commitment to simplicity and transparency.
Buyers could still make their cars their own through a range of dealer-installed customisation options. This approach was supported by Scion’s “Pure Price” system, a no-haggle policy that made the buying process straightforward and stress-free. Eventually, however, Toyota absorbed Scion into its main lineup and ended production of new Scion models, closing the chapter on the brand’s bold experiment in youthful, affordable design.
Pricing, Accessories, and Availability
Scion, known for its affordable pricing and fun-to-drive nature, gave owners plenty of ways to make their cars unique. The brand offered a wide range of factory and TRD (Toyota Racing Development) accessories, allowing buyers to personalise their vehicles to match their style.
Among its popular models was the Scion tC, which came with various dealer-installed accessories for customisation. Although it has been discontinued, it remains available in the used car market. The Scion FR-S, another fan favourite, featured both factory and TRD performance options and was later rebranded as the Toyota 86 after Scion’s closure. Meanwhile, the Scion xB also allowed for extensive personalisation through dealer-installed accessories and, like the tC, can still be found in the used car market.
Together, these models showcased Scion’s dedication to individuality and its focus on offering stylish, customisable cars at accessible prices.
Scion Cars was known for its “Pure Price” sales approach and mono spec trim levels, offering a straightforward pricing structure. Even the 2016 Scion tC had fair market prices, expert ratings, and consumer reviews available from trusted sources like Kelley Blue Book. However, all Scion models have been discontinued and are now only available in the used car market or have been rebranded under Toyota.
Impact of Scion in the Market
Scion made a significant impact in the market, targeting younger customers with its inexpensive and stylish sport-compact vehicles. The brand’s advertising strategies and customer reception contributed to its sales performance.
Target Market and Customer Reception
Scion’s target market is the younger generation, specifically Generation X and Generation Y buyers. The brand has been successful in attracting teenage and young adult customers who are looking for stylish and affordable vehicles.
Scion’s focus on meeting the specific needs and preferences of younger demographics has resonated well with its target audience. The brand’s online sales have also played a significant role in reaching and appealing to these customers.
With its unique appeal to the youth market, Scion has built a strong reputation among millennial car enthusiasts, making it a popular choice among next-generation consumers.
Advertising Strategies
Scion used unique and unconventional advertising strategies to stand out in the market. They sponsored monthly nightclub events, which helped them connect with trendy and style-conscious buyers.
They also sold Scion-themed merchandise, creating a sense of exclusivity and appeal among their target audience. In addition to these offline tactics, Scion employed internet-based marketing techniques to reach their customers effectively.
By combining an urban marketing approach with a strong brand identity, Scion was able to create personalised connections with consumers on a deeper level. Moreover, as part of the Toyota family, Scion benefited from the association with their parent brand’s reputation for quality and reliability in their advertising campaigns.
Sales Performance
Scion’s sales performance has had its ups and downs over the years. At its peak in 2006, Scion sold over 170,000 cars in the United States. However, recently there has been a decline in sales for 16 consecutive months.
This downturn can be attributed to various factors, including market saturation and increasing competition from other brands targeting young buyers. Despite these challenges, Scion still aims to double their U.S. sales to above 100,000 by 2017.
It will be interesting to see how they adapt and evolve their strategies to attract new customers and regain their momentum in the market.
Transition to Toyota
Scion seamlessly integrated into the Toyota brand, prioritising customer interests and needs, resulting in an exciting lineup of vehicles that continue to captivate car enthusiasts.
Scion’s Integration into the Toyota Brand
Scion became part of the Toyota brand in February 2016. This integration allowed for a more streamlined and cohesive brand strategy. The FR-S sports car, iA sedan, and 5-door hatchback from Scion joined the Toyota lineup.
The tC sports coupe had a final release before being discontinued. Now, the Scion iA has become the 2017 Yaris iA, the Scion FR-S is now known as the Toyota 86, and the Scion iM has been rebranded as the 2017 Corolla iM.
By incorporating these models into its offerings, Toyota continues to prioritise customer interests and needs while delivering high-quality vehicles.
Commitment to Customer Interests and Needs
Toyota has always been committed to putting our customers at the forefront of everything we do. This commitment did not waver when Scion transitioned into the Toyota brand. We understand that our customers have diverse interests and lifestyles, and we strive to cater to their needs.
Our goal is to provide a customer-centric experience that exceeds expectations and fosters loyalty. We value customer feedback and engagement, as it helps us understand their preferences and continuously improve our offerings.
By analysing customer needs, we can ensure that our vehicles meet their expectations in terms of style, performance, affordability, and features. Rest assured that your satisfaction as a customer remains our top priority throughout this transition process.
Current Status of Scion Vehicles Under Toyota
Scion vehicles have been integrated into the Toyota brand since August 2016. Some Scion models, like the iA and FR-S, were rebranded as Toyotas. This means that owners can still enjoy the benefits of their Scion vehicles under the Toyota name.
However, there are also some Scion models that were discontinued. Despite this, availability is not affected because these discontinued models were either replaced by similar Toyota models or absorbed into existing Toyota lineups.
So, if you’re a fan of Scion cars, don’t worry! You can still find them under the Toyota umbrella.
Conclusion
In conclusion, Scion was a car brand introduced by Toyota in 2003. It appealed to younger customers through its inexpensive, stylish, and distinctive sport-compact vehicles. Although Scion faced challenges and has since been discontinued, it left an impact on the market with its unique approach.
Today, Scion models have transitioned to being part of the Toyota brand, continuing to provide affordable and reliable options for customers.
