Here Comes the Rebirth of Scion

Scion iM concept

Scion is dead.

Long live Scion.

Toyota’s experiment of creating a lower priced car for young people has seen limited success. The biggest impact it’s had on the auto industry so far is starting the whole box-car craze.

If not for the Scion xB, the world may have never gotten to know the Nissan Cube or the Kia Soul, for which we are eternally grateful, right?

Scion sales in recent years have been anemic, and its model lineup has failed to generate anything more than mediocre reviews. With the exception of the FR-S, Scion has been near flatline. The options?

Give up on the brand, or give it another shot of adrenaline.

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Scion’s Comeback Effort Looks Like an Old Toyota

2014_scion_im_concept_la_auto_show

Let me be clear: I don’t think Toyota needs the Scion brand.

The initial intent in creating Scion was to appeal to a younger crowd at a lower price point with small but exciting vehicles. It worked for a little while but Scion has slowly been dying in recent years.

The cars, with the exception of the great FR-S (which should have been a Toyota) are lifeless and dull.

Regardless of this humble car blogger’s opinion, Scion trudges on and will introduce a new vehicle at the LA Auto Show this week.

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Scion Dealers Weeding Themselves Out

Toyota FT-86 Convertible

It’s not a good sign for an automaker when dealers want to opt out of selling its cars.

Believe it or not, that’s exactly what’s happening to Toyota.

Scion, the decade-old brand that Toyota debuted to target young people with entry-level cars, has stagnated.

Here’s the problem: Youth-focused cars should either age with their audience or stay fresh to attract more young people. Toyota has done neither with Scion, and now sales have jumped off a cliff. Older people don’t want a mediocre relic from the past, and younger people don’t want the cars their older brothers thought were cool a decade ago.

With the exception of the FR-S, Scion dealers don’t have anything new or exciting to sell, and some would rather opt out than keep new Scions on the showroom floor.

Another ominous sign:

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