Scion Sales Data & Trends for the U.S Automotive Market
Scion was a sub-brand started by Toyota in order to attract younger, more hip customers. It was actually pretty successful for a while, selling as many as 173k cars in 2006. However, it has seen its sales drop steeply since then, to the point that it was discontinued in September 2016.
Scions’s main problem is that it forgot what made it successful in the first place – simple, cool and slightly oddball cars such as the xB (which outboxed even the Nissan Cuba Mk II) and the xA (a simple subcompact before the time when subcompacts were cool again). Instead, it now offers cars that all seem like they really should be Toyotas – the FR-S (Toyota GT86), the iQ (Toyota iQ), tC (in essence a Corolla coupe) and the large xB Mk II (sort of like a high-roofed Corolla).
And things didn’t turn around, with the last new models being the iA (a rebadged Mazda2) and iM (the Toyota Auris). In the end, Toyota decided that there was no more point in keeping Scion as a stand-alone brand and decided to discontinue the brand in September 2016. Three of its models continued as Toyota vehicles: the Yaris iA, Corolla iM and Toyota 86.
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