Toyota has announced that Scion is to merge back into the Toyota Brand following low sales volumes and dwindling demand. The Scion brand was established in 2003 as an R&D effort to attract the younger market segment.
As the youngest brand in the auto industry, Scion has achieved its goals of exploring the needs of the young car buyers. The tC sports coupe has the distinction of having the lowest average age buyers in the auto industry. Moreover, sales history shows that over 50% of iM and iA buyers are less than 35 years old.
The transition process will begin in August this year when 2017 model year Scion vehicles will be rebranded as Toyotas. Customer service will be uninterrupted and they will have access to Toyota dealerships and service departments.
Scion’s 22 employees will be accommodated in relevant positions at Toyota Motor Sales, USA in Torrance. Regional employees will similarly be adjusted in Toyota sales offices.