It's Official: The Scion Brand Is Dead

It's been announced that Scion is no more, as the brand's vehicles will be badged as Toyotas from the 2017 model year onwards

Matt Robinson

03 Feb 2016

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

Wow

Think of all the money they are saving not producing a second badge!

DOES THIS MEAN US AMERICANS WILL GET THE 86!?!?! YES I REALLY WANT THE FACTORY OPTION OF THAT HUGE WING (a lil ricey but it looks awesome)

I love my tc as well. It is a terrific car (the first gen) the new ones really kinda sucked though. I loved the idea of such an experimental side of the company i like so much but all good things come to an end.