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: