Company overview
Scion was a marque of Toyota introduced in 2003, initially available only in the United States and Canada. Designed to appeal to a younger demographic, Scion emphasized affordable, stylish sport compact vehicles with a simplified ‘pure price’ sales model. This meant each vehicle was offered in a single trim level, with no traditional dealer haggling and a wide selection of factory and TRD accessories available. The brand initially utilized guerrilla and viral marketing techniques to reach its target audience. From June 2003, Scion began with soft launches in California before expanding nationwide by February 2004. Sales peaked in 2006 at 173,034 units. The brand expanded into Canada in 2010. However, sales declined after the 2008 financial crisis, leading Toyota to discontinue the Scion brand in August 2016. The FR-S, iA, and iM were integrated into the Toyota lineup. Scion’s sales approach differed from Toyota's, offering vehicles with a single trim level and emphasizing customization. Limited Edition Release Series vehicles were produced in limited quantities to generate excitement and maintain MSRP bounds. The median age of a Toyota consumer was 54 in 2007, while Scion’s average buyer age was 39. Over a million Scion-branded vehicles were sold, with over 70% of those to first-time car buyers and a majority under the age of 35. Toyota utilized guerrilla marketing, online campaigns like ‘Scion xPressionism,’ and sponsorships to promote the brand.
