Scion Comes Roaring Back

2015 Scion iA

Toyota handed Scion a pre-wrapped, easy-to-hit home run when it decided the hotly hyped new GT-86 sports car would wear a Scion badge.

That car became the Scion FR-S and was supposed to light the brand on fire. The lightweight, rear-wheel-drive sports car was the answer to Scion’s woes and a kickstart to Toyota’s return to excitement.

Except it didn’t really turn out that way. The FR-S has sold well, but it remains a niche car that has never reached overwhelming popularity with the masses.

Last month, Scion finally caught fire and roared back on the scene of relevancy. Did FR-S sales finally hit redline?

Nope. The credit goes to a subcompact sedan and a new 4-door hatch.

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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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