Wednesday, February 3, 2016
Toyota's Scion Brand To Be Re-badged Under Toyota Nameplate
Toyota's Scion brand, which launched in 2003 targeting young customers, will disappear and the FR-S sports car, iA sedan and iM 5-door hatchback will become part of Toyota beginning this August with model year 2017 Scion vehicles re-badged as Toyotas. The C-HR, (pictured above) which debuted at the L.A. Auto Show will be a part of the Toyota line-up. Scion service and repair will be handled by Toyota dealerships’ service departments. The 1,004 Scion dealers will be affected and Scion’s 22 employees at headquarters "will have the opportunity to take on new jobs at Toyota Motor Sales, U.S.A., Inc. in Torrance. Scion regional representatives will assume different responsibilities in their respective Toyota sales offices."
With more than a million cars sold, 70 percent of Scions were purchased by customers new to Toyota and 50 percent were under 35 years old. Scion buyers average age is 36 years old and at 29, the tC sports coupe has the lowest-average age buyer in the industry, according to Toyota. Seventy percent of the iA sedan and iM 5-door hatchback purchasers are first-time new car buyers and more than 50 percent of iM and iA buyers are under 35 years old.