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Scion will be absorbed by Toyota in response to customer need, according to Toyota. It launched in 2003 to attract younger customers as a “laboratory” for understanding their buying habits and primary needs. During Scion’s million plus sales run, 70 percent of buyers were new to Toyota and 50 percent were under 35. This no doubt provided Toyota with the data they needed to better understand younger generations.
Toyota believes the brand reached its peak and achieved its goal.
“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, Founding Vice President of Scion and now CEO, Toyota Motor North America. Younger buyers frequently express their desire for functional, stylish, dependable, fun-to-drive vehicles that are affordable and practical. It’s likely their parents or older family members looked to Toyota to provide similar attributes; Scion was just the younger version. Now as the Toyota lineup attracts those same buyers, it’s clear Scion’s intentions were well carried out.
“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,” Lentz said.
Scion’s Vice President, Andrew Gilleland, echoe...