Why Toyota Killed off Scion

In the early 2000s, Toyota launched Scion: a new sub-brand designed to capture the next generation of car buyers.

At its peak, Scion was one of the fastest-growing automakers in the U.S., praised for its affordable, customizable cars and grassroots marketing campaigns aimed at Millennials.

Just 13 years later in 2016, Toyota pulled the plug, making it one of the shortest-lived brands in automotive history.

In this video, we break down the rise and fall of Scion, why Toyota created it, how it found early success with models like the xB and tC, and what went wrong along the way.

Scion’s story is an interesting road bump in Toyota’s history.

Sources:
https://www.theverge.com/2016/2/3/109...
https://www.csmonitor.com/Business/In...
https://www.wired.com/2002/03/new-car...
https://pressroom.toyota.com/scion-fa...
https://www.thetruthaboutcars.com/201...
https://pressroom.toyota.com/2010-new...
https://pressroom.toyota.com/toyota-r...
https://pressroom.toyota.com/scion-tr...

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