Toyota Officially Kills Off Its Scion Brand

In a press release issued earlier today by Jim Lentz, CEO of Toyota North America, the automaker announced its youth-oriented brand, Scion, will be no longer. Starting in the fall, all 2017 Scion models will be re-badged as Toyotas.

Not every existing Scion model will be absorbed into the Toyota lineup, however. While the FR-S sports car, iA sedan, iM 5-door hatchback, and recently debuted C-HR crossover have found a new home, the tC sports coupe will end its production run this coming August.

Scion was established in 2003 in an effort to attract younger buyers to Toyota lineup, but they’ve struggled for many years with a small offering of vehicles that didn’t quite measure up to competitors’ offerings. Regardless, it’s unfortunate to say goodbye to a fun and edgy brand that had so much potential.

(Source: Jalopnik)

Rachel Despres

Rachel Despres