It's Official: The Scion Brand Is Dead
Toyota has announced today that the Scion brand is no more. The Japanese auto giant first launched it in 2003 with the aim of attracting younger buyers in the North American market, and it seemed to have worked - the brand has the youngest average buyer age (36) in the car industry, apparently. Regardless, Toyota has seen fit to kill off Scion.
The tC (below) will die with the brand, ending production in August 2016, while the remaining models - the FR-S, iA and iM - will be sold as Toyotas from the 2017 model year onwards. The incoming Scion C-HR will also be getting a Toyota badge.
The 22-strong team of dedicated Scion employees will all be offered new jobs at Toyota USA, while servicing and repairs for Scion vehicles will continue with Toyota dealerships as normal. Meanwhile, people from the rest of the world are still looking at the top image thinking “what’s that weird badge on the front of that GT86?”
UPDATE: Toyota USA has since confirmed to us that the FR-S model name will still be used after the Scion brand is discontinued.
Growing up on a diet of World Rally Championship highlights and lengthy Gran Turismo 2 sessions, a life in cars was as good as inevitable for Matt.
Comments
Its OK even if we dont get the gt86 we still get the brz
THAT MEANS TOYOTA IS BEING SEEN AS A COOL BRAND WITH YOUNGSTERS AGAIN!
HORRAH!
Finally the US gets the GT86 in name!
Sooooo Scion Cars are gonna be worth more I presume?
Thank god, now people can just put two names in their brz/frs/86 videos 😅😅
lmfaoooo SIONara!!
So is it gonna be a Toyota FRS or Toyota GT-86?
Finally everyone can get a Toyota GT86!
good! i bet everybody with an FRS wishes it was a GT-86 lol
But wait! Will the scion fr-s be called a Toyota fr-s or will it be called a Toyota GT86???
I’m excited for that!