Scion, the US-based marque founded as a ‘laboratory brand’ by parent company Toyota in 2003 to explore new products and processes to attract younger customers, is now making a transition back to the Toyota brand.
Toyota says the company achieved the goals it had been set – with more than a million cars sold, a healthy 70 percent of Scions were purchased by customers new to the Toyota family, and 50 percent of those customers were under 35 years old.
“This isn’t a step backward for Scion; it’s a leap forward for Toyota,” said Jim Lentz, founding vice president of Scion and now CEO of Toyota Motor North America. “Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network.
“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.”
According to the company, Scion has consistently been ranked as the most youthful brand in the auto industry with an average ownership age of 36.
Toyota says its decision was made in response to younger buyers appreciating the traditional attributes of the Toyota brand as well as the edgier styling and excellent handling of the company’s new vehicles.
As part of the brand transition, beginning in August, model-year 2017 Scion vehicles will be re-badged as Toyotas.