Toyota’s youth brand, Scion, is being killed off, appropriately young. To be phased out by the end of 2016, it’s the sixth American brand to be killed off in recent years, following the depressing path trodden by Pontiac, Mercury, Oldsmobile, Hummer and Saturn.
Since arriving in 2003, the brand has sold 1.1 million vehicles, but current sales are around one-third the 173,000 peak of 2006. Despite the failed Scion project, Toyota US CEO Jim Lentz insists: “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.”