Thursday, February 4, 2016

US Toyota officially discontinues Scion brand

2016 Scion iM


The US division of Toyota Motor Corporation has officially announced that they are killing off the youth-oriented Scion brand for good, effective in the second half of this year.

As a result, the recently launched Demio-based iA and the iM (which is an Americanized Auris) as well as their FR-S sportscar will be rebranded as Toyotas while the tC front-wheel drive sports coupe will be discontinued. The C-HR concept as seen in last year's LA Auto Show will be sold as a Toyota when in production form.

The main reason for Scion's demise is because of customer feedback, stating that younger buyers wanted something practical apart from the styling and features Scion offered.

Scion was launched in 2003 as a youth-oriented brand for Toyota and their first models are the xA and the xB, which is basically first-generation Toyota ist and bB sold to North American markets. It was later joined by a Scion-original sports coupe, the tC. Through the years, Scion has offered the xD (basically a second-generation ist), the second-generation xB (based on the Corolla Rumion), the second-generation tC, the iQ, the FR-S (basically a Toyota 86), and recently; the Demio-based iA and the Auris-based iM.

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