OFFICIAL: Scion Is Dead, Will 'Transition to Toyota' for 2017 Model Year

Mark Stevenson
by Mark Stevenson

Toyota officially announced Wednesday morning that Scion will “transition to Toyota,” effectively killing off the youth brand started in 2002. Its first vehicles went on sale in California in 2003, and included the xA hatchback and xB wagon.

According to a release from Toyota, Scion “is now transitioning back to the Toyota brand” and most Scion models well be rebranded as Toyotas starting August 2016 for the 2017 model year, including the forthcoming C-HR. The Scion tC will be discontinued as of August 2016.

“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,” said Jim Lentz, founding vice president of Scion and now CEO, Toyota Motor North America. “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,” said Lentz.

According to Toyota, the average age of a Scion buyer is 36, and the Scion tC has the lowest-average age buyer in the industry at 29. New models — the iA and iM — claim 70 percent of their buyers as being first-time new car purchasers.

While Toyota didn’t overtly state there will be no loss of staff as part of the transition, it did say “Scion’s 22 dedicated team members, who represent sales, marketing, distribution, strategy, and product and accessories planning, will have the opportunity to take on new jobs at Toyota Motor Sales, U.S.A., Inc. in Torrance.”

A total of 1,004 Scion dealers will be affected, though most of those locations are dual-brand stores that also sell Toyotas.

Toyota sold a total of 1,092,675 cars under the Scion marque from 2003 to the end of 2015.

Mark Stevenson
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  • MWolf MWolf on Feb 03, 2016

    Scion started out ok, especially with the tC, a sporty, inexpensive and decemt looking car that you could add some cool extras on. The xb was popular, and the whole lot seemed reliable enough. What happened after that was uglier cars in a half-hearted attempt to update, and tjr IQ, which just looked awful and tried to cash in on Smart's misery and stupidity. It seems like they just stopped caring after a few years.

  • Inside Looking Out Inside Looking Out on Feb 03, 2016

    I would not call it a failure. They attracted younger people to Toyota. Millenias do not like cars in general and if forced into car love brands driven by their parents (except my son of course) so they refused to buy Scions leaving the honor to own Scion to Xers and Boomers. It is the most conformist/socialist/jobless generation in American history. I had no idea that Scion was making cars other than tC and FR-S. tC is American version of Avensis as far as I understand. In EUrope it is class between Corolla and Camry (not sold in Europe anymore). I.e. something that was similar to Passat/Vectra (VW never had D-class car and Opel had Omega).

  • ToolGuy First picture: I realize that opinions vary on the height of modern trucks, but that entry door on the building is 80 inches tall and hits just below the headlights. Does anyone really believe this is reasonable?Second picture: I do not believe that is a good parking spot to be able to access the bed storage. More specifically, how do you plan to unload topsoil with the truck parked like that? Maybe you kids are taller than me.
  • ToolGuy The other day I attempted to check the engine oil in one of my old embarrassing vehicles and I guess the red shop towel I used wasn't genuine Snap-on (lots of counterfeits floating around) plus my driveway isn't completely level and long story short, the engine seized 3 minutes later.No more used cars for me, and nothing but dealer service from here on in (the journalists were right).
  • Doughboy Wow, Merc knocks it out of the park with their naming convention… again. /s
  • Doughboy I’ve seen car bras before, but never car beards. ZZ Top would be proud.
  • Bkojote Allright, actual person who knows trucks here, the article gets it a bit wrong.First off, the Maverick is not at all comparable to a Tacoma just because they're both Hybrids. Or lemme be blunt, the butch-est non-hybrid Maverick Tremor is suitable for 2/10 difficulty trails, a Trailhunter is for about 5/10 or maybe 6/10, just about the upper end of any stock vehicle you're buying from the factory. Aside from a Sasquatch Bronco or Rubicon Jeep Wrangler you're looking at something you're towing back if you want more capability (or perhaps something you /wish/ you were towing back.)Now, where the real world difference should play out is on the trail, where a lot of low speed crawling usually saps efficiency, especially when loaded to the gills. Real world MPG from a 4Runner is about 12-13mpg, So if this loaded-with-overlander-catalog Trailhunter is still pulling in the 20's - or even 18-19, that's a massive improvement.