Toyota has decided to axe the Scion brand after 13 years on the market.
While it’s still not official, several sources claim the youth-targeted company will cease to exist very soon. Scion employees were already told the news, while an official announcement is expected later today.
Scion was launched in 2002 with the xA and xB models and in 2006 the automaker reached its sales peak with over 175,000 units sold. In contrast, last year the brand managed to find customers for 56,167 of its vehicles.
But what’s really important about sales is that Scion never actually reached its demographic target. While being labeled as a brand for young people, the average age of the Scion buyer is 49, according to some reports.
Back to Scion’s future, Toyota’s plan is to keep part of the employees until August to help sell the last vehicles at the dealerships. Those who will be laid off will have to apply again for a job in Toyota.
Currently, Scion has five models in its lineup – the FR-S and tC sports coupes, the xB, the Toyota Auris-rebranded iM, and the Mazda-sourced iA. The brand was expected to receive a version of the Toyota C-HR crossover, as a concept with the same name and a Scion badge was introduced at the 2015 Los Angeles Auto Show.
Source: CarBuzzard via Motor Trend