Toyota to Axe Scion

After launching back in 2002 with Generation Y in its sights, Scion is set to close its doors. Originally launched back in 2002, the Toyota imprint was specifically geared towards so-called Millennials and has long been known for its funky lineup and guerrilla/viral marketing campaigns. The brand reached its peak back in 2006 with 175,000 units sold, but had steadily declined over the years and sold just 56,167 vehicles in 2015.

Although the timing is a bit odd considering the brand’s iM and iA were just launched, reports suggest that certain models will be re-badged as Toyotas while others will be axed altogether. Said Jim Lentz, CEO of Toyota Motor North America and founding vice president of Scion:

This isn’t a step backward for Scion; it’s a leap forward for Toyota. Scion has allowed us to fast track ideas that would have been challenging to test through the Toyota network. I was there when we established Scion and our goal was to make Toyota and our dealers stronger by learning how to better attract and engage young customers. I’m very proud because that’s exactly what we have accomplished. We could not have achieved the success we have had without the incredible support of Scion’s customers, dealers and team members, so supporting them throughout this transition process will be one of our top priorities.

The full press release can be found over at Toyota’s website.