Toyota is Dissolving Scion Brand

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This week we found out Toyota is killing its youth-oriented Scion. The brand was established in 2003 as a separate brand in the U.S., and for the past 13 years it has been attracting new, younger customers. But we guess that wasn't good enough, as now it's being dissolved back into the Toyota mothership.

The reason?

Toyota claims that its move is in response to the changing customer needs. Younger buyers place practicality ahead of Scion's style and unique features. At the same time, Toyota's line up is now sportier, which already appeals to the demographic.

So, what now?

As part of the brand's transition, strating this August Scion's FR-S sports car and iM 5-door hatchback will be rebarged as Toyotas. The same is true for Scion's recently debuted C-HR. The tC sports coupe will end production this summer.

And now, for some final words on Scion...

The brand had certain successes. It sold over one million vehicles. Its average customer age was 36 years old. And 70% of all customers were new buyers to Toyota.

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