Only seven years removed from selling more than 100,000 cars in the United States, Scion’s current woes are more easily understood by looking at the brands which now outsell Toyota’s “youth” brand.
One such Scion-besting automaker: Porsche.
Rewind just one year and Scion, through the first eight months of 2014, was outselling Porsche by 10,000 units. Yet in the first eight months of 2015, Scion only outsold Porsche three times — in February, March, and May — and trails Porsche by nearly 2,200 sales heading into September.
Porsche is certainly not a Scion rival. Even the FR-S, Scion’s most costly car, costs only half as much as Porsche’s least expensive car, a basic, un-optioned Boxster. (Is there even such a thing?)
But the change in order speaks volumes about Porsche’s steady climb to record highs and the fall of Scion, the latter of which saw its share of the U.S. market fall by 73 percent, from 1.04 percent in 2006 to 0.28 percent in 2015. (Read More…)