Scion came out swinging when it launched in 2003 and sales hit a peak of 173,024 units in 2006. Since that time, however, things have been spiraling downward. In 2010, Scion sold just 45,678 vehicles. That represents a 21 percent decline compared to 2009 sales. Despite this lull, Toyota President Akio Toyoda says the youth-oriented brand isn't going anywhere.
According to Automotive News, Scion represents a way for Toyota to reach a young demographic, and it doesn't plan to lose that gateway anytime soon. One of the problems has been that folks under 30 have been hit by the economic recession just like everyone else. Another is that recent models have failed to capture the imagination – and sales – that models like the original box-like xB did. Analysts are predicting a sales rise in 2011 but will that rise include Scion's demographic? Toyota recently redesigned the brand's most-popular model, tC, trying to make sure it does.