BREAKING: TOYOTA GIVES SCION BRAND THE AXE
February 2, 2016
Youth-targeted brand is dropped after 13 years.
UPDATE: Toyota has issued an official statement that Scion will be killed off and folded into the Toyota brand. The automaker said that the decision to kill off the youth-oriented brand was in response to customers’ needs and the fact that Toyota’s newest vehicles are also appealing more toward the younger generation that Scion was aiming at.
“This isn’t a step backward for Scion; it’s a leap forward for Toyota. Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network,” said Jim Lentz, CEO of Toyota Motor North America. “We could not have achieved the success we have had without the incredible support of Scion’s customers, dealers and team members, so supporting them throughout this transition process will be one of our top priorities.”
Scion’s death will see three of its cars move to the Toyota lineup. The FR-S, iM, and iA will continue under the Toyota brand while the tC will be discontinued after August 2016 and will have a final release edition to commemorate its end of production. The upcoming C-HR small crossover, on the other hand, will hit the U.S. market under the Toyota brand, slotting below the RAV4. Owners of Scion vehicles will continue to go to Toyota dealers when their cars need service or repairs. The 22 dedicated team members of the Scion brand will be given the opportunity to take on new positions at Toyota.
http://www.motortrend.com/news/breaking-toyota-gives-scion-brand-the-axe/
February 2, 2016
Youth-targeted brand is dropped after 13 years.
UPDATE: Toyota has issued an official statement that Scion will be killed off and folded into the Toyota brand. The automaker said that the decision to kill off the youth-oriented brand was in response to customers’ needs and the fact that Toyota’s newest vehicles are also appealing more toward the younger generation that Scion was aiming at.
“This isn’t a step backward for Scion; it’s a leap forward for Toyota. Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network,” said Jim Lentz, CEO of Toyota Motor North America. “We could not have achieved the success we have had without the incredible support of Scion’s customers, dealers and team members, so supporting them throughout this transition process will be one of our top priorities.”
Scion’s death will see three of its cars move to the Toyota lineup. The FR-S, iM, and iA will continue under the Toyota brand while the tC will be discontinued after August 2016 and will have a final release edition to commemorate its end of production. The upcoming C-HR small crossover, on the other hand, will hit the U.S. market under the Toyota brand, slotting below the RAV4. Owners of Scion vehicles will continue to go to Toyota dealers when their cars need service or repairs. The 22 dedicated team members of the Scion brand will be given the opportunity to take on new positions at Toyota.
http://www.motortrend.com/news/breaking-toyota-gives-scion-brand-the-axe/
