Toyota's “youth-oriented” brand, Scion has been officially dismissed by its parent company yesterday. Founded in 2003, the company aims then to attract Generation Y buyers.
“After 13 years and nearly 1.2 million owners, Scion closes its doors. Some of our models will continue to live on with the Toyota USA brand, and we would like to thank you for sharing the ride with us. Whichever road you choose to take, we hope it leads to a bright future,” stated Scion.
The decision to end the “youth-oriented” brand was announced last February when Toyota reported that some of Scion's employees will have to stay and sell the remaining Scion vehicles on stock; while the rest will be laid off and will have to apply again for a job in Toyota.
"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.
Scion vehicles (MY17) are rebadged as Toyotas last August 2016. The FR-S sports coupe, iA sedan and iM 5-door hatchback are now part of the Toyota family. The tC sports coupe, on other hand, already ended production. The C-HR concept that made its debut at the 2015 Los Angeles Auto Show is also now a part of the Toyota line-up.
“It’s been a great run and I’m proud that the spirit of Scion will live on through the knowledge and products soon to be available through the Toyota network,” said Andrew Gilleland, former Scion vice president.
Meanwhile, to assure customers of continued support, the Japanese automaker said that servicing and repairs for Scion vehicles will now be handled by the Toyota dealerships' service departments.