Toyota may seek to reposition Scion in the wake of slower sales, according to Automotive News. It's been 10 years since the Japanese automaker unveiled its youth-oriented brand, and Toyota recognizes that the original target demographic has officially grown up. After concluding a nine-month review of the Scion brand, the parent company has decided to move away from quirkiness and toward more mainstream creations.

Models like the FR-S and iQ serve more traditional buyers than the nameplate's best-selling xB, though Jack Hollis, Scion vice president, says the future of the boxy five-door remains uncertain. While speaking with Autmotive News, Hollis said the company may not replace the model with a "one-for-one" interpretation of the box as buyers are less and less interested in funky exterior designs.

Scion suffered dearly during the sales downturn of 2008 and 2009. By 2011, the company's numbers had fallen to within 25 percent of its 2006 volume. With consumer credit tightening by the day, recent college graduates have reportedly found it difficult to finance a brand-new Scion. Hollis says sales are on the mend, and the company is cautiously optimistic. In the meantime, expect to see Scion show off more mainstream marketing aimed at a wider consumer audience.


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  • 95 Comments
      th0mb0ne
      • 2 Years Ago
      Consumer Credit / Bad economy / Older demographic my ass. The reason Scion started going down the crapper is that they ignored their original mission of going for a youthful market, and start building boring cars. The xB was a hit and giving the company momentum until they decided to remake it into bloated whale for so-called American tastes. Keep building cars like the FR-S and you'll get your mojo back with young people.
        AcidTonic
        • 2 Years Ago
        @th0mb0ne
        This. Build fun cars and we will come. So far I'm seeing only FWD non-turbo slowness. FR-S will at least change that up a bit. But we need more. How about Toyota competes with the Evo or STI? Not many cars the youth obsesses over than those two.
      throwback
      • 2 Years Ago
      What's the point of keeping the Scion brand alive, if you are just going to market the cars as mainstream transportation? Just badge them as Toyotas.
      zanarditypes
      • 2 Years Ago
      Less funky exterior designs? Like the xD, then. Which ends up being nothing special and competes 100% with the Yaris. In fact, the Yaris is the better car. Then they took their unique box and made it bigger, bloated, less unique and less boxy. The FR-S and iQ are the future because they're good products. Just make the xB (and xD replacement) good products again, and there you have it. Oh, and make them quirky. You're Scion, remember?
      Euphrentic
      • 2 Years Ago
      The Americanized 2nd gen Xb is what helped kill interest in the brand! Bring back the Japanese market vehicles, and i'm sure there will be more interest! Duh!
      Zacarious
      • 2 Years Ago
      Did they ever stop to think that it wasn't just the recession that hurt them in 2008? At the time they had just released the much unloved second generation of scion xB and the similarly styled xD replaced the xA. My brother and I were both fans of the brand but we seriously lost interest with the new models. This has been followed by an ungainly tC. The scion iQ is only available with an automatic, taking away any premise of fun. So the only car worth a damn in the Scion line up is the FR-S and I think Toyota only gave them that in North America to give Scion a reason to even be here. I think they messed it up with their styling decisions with their 2008 model year vehicles and it sounds like it is only going to get worse with this decision.
      T-Mille
      • 2 Years Ago
      Well, that makes Scion redundant. Can't the aging demographic graduate to Toyotas while Scion resets its scopes on the new young buyers?
      Botswana
      • 2 Years Ago
      This is not hard at all. Quit focusing on the "youth". They have no money right now. Don't claim to be "growing up with your demographic" either. All that says is you're too focused on a niche. Focus on NEW CAR BUYERS. People who are in the market for a car. Get a stripped down version of the iQ. Make it cheaper than a Yaris. If you're getting half a car don't make it more expensive than most other entry level vehicles. Ironically, the iQ seems to be aimed at people who make ill-informed buying decisions. The FRS is a step in the right direction. An attainable sports car for the masses. It's been too long since Toyota has had one. The Veloster seems to be selling well despite looking much less sporty than the Tiburon. Hell, I'm interested. Do something with the tC. It just looks awkward now. Also, it needs a stripped down version. Doesn't have to be barebones but this focus on "nicely equipped" seems to ignore the fact that the entry level buyers Scion supposedly targets will pass on some amenities in order to drive a nice looking car. Also, I second the motion to drop the Scion brand. Has the market learned nothing from GM's self cannibilization?
      ryanandrewmartin
      • 2 Years Ago
      So now Scion is no longer going to cater to the demographic that the brand was created to cater too? That would make them 100% irrelevant and pointless then, I do believe.
      selder1958
      • 2 Years Ago
      Here's a thought. STOP marketing to the youth! They're tastes change every 6 months to a year (that's about how often new iPods and iPads come out), and you can't modify your product lineup that fast. Just build cars that are fun and affordable and people will buy them. It's just that simple.
        T-Mille
        • 2 Years Ago
        @selder1958
        Cars were restyled every year in the 50's and 60's... then again those were completely different times.
      SpikedLemon
      • 2 Years Ago
      I would argue that Toyota has engineered an older audience. The advertisements are just catching up. Look at the xB evolution from fun to frumpy.
      teamplayers99
      • 2 Years Ago
      I don't understand the thinking here. People were still being born while the young crowd were buying cars in the 2000s. Wouldn't it make more sense to lure those new adults to Toyota while striving to keep Scion interesting to the newest set of young car buyers for the 2010s?
      Frisky_Dingo
      • 2 Years Ago
      WTF????Isn't this the polar opposite of what Scion was created for??? And exactly why Toyota exists?? Scion was supposed to be a brand for young buyers. As they grew older and their needs changed, it'd then be Toyota that produced vehicles foe their purchase. At least, that was their theory. So why on earth would you want the brand you created for young people to stop attracting young people?? Stupid. Either build fun, exciting cars for youth, or kill them altogether. The FR-S was a step in the right direction. Ate they out of ideas, now??
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