Scion is reuniting with Toyota: What happens now?
Today, Toyota announced that Scion is being reunited with Toyota after 13 years apart. The transition is happening for a number of reasons, but many of you may be most curious to learn what this means for the current Scion models.
Why is Scion transitioning back to Toyota?
Back in 2003, Scion was established as a separate brand that was geared toward attracting younger drivers. During that time, Scion sold more than one million vehicles–70% of which were to customers new to Toyota and 50% of which were to people under the age of 35. Needless to say, Scion certainly achieved its goal of developing unique products and processes that appeal to newer, younger customers. Now it’s time to move on.
But first, let’s take a look back: What is the world’s oldest Toyota model?
Today’s modern drivers, even young ones, desire the practicality and traditional value of Toyota’s lineup. Toyota vehicles offer outstanding quality, dependability, and reliability, and they have also become more dynamic and stylish in recent years.
In the words of Jim Lentz, who was the founding vice president of Scion and is the current CEO, Toyota Motor North America:
“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. 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.”
What about current Scion models?
If you love the current Scion lineup and don’t want to see them go, we have some good news for you. The current MY17 Scion vehicles will be rebadged as Toyota models during the brand transition, which is expected to take place in August 2016. These include the FR-S, iA, and iM as well as the C-HR, which recently made its debut at the Los Angeles Auto Show. Take a look:
Meanwhile, the current Toyota lineup isn’t going anywhere, and we are excited for the added variety provided by the Scion models. Stay tuned for more information about Scion’s transition to Toyota, which we will provide as it becomes available.