Toyota to scrap Scion brand, keep the cars

Robert Karbaum
LOS ANGELES -- Toyota is pulling the plug on Scion, the funky upstart brand it launched in 2002 to appeal to the finicky younger buyers it was struggling to connect with on its own. The reason, according to Toyota: It’s no longer struggling to connect with those buyers. The end will come quickly -- and just months after the launch of two vehicles that were seen as critical to reviving the brand. Scion will be discontinued in August, the automaker said today, and its model lineup will be folded into the Toyota brand starting with the 2017 model year. Full artiucle:
Seth Berkowitz Senior Analyst Jessica Caldwell reacted: "The Scion brand never quite caught on in the way that Toyota hoped it would. By offering Scion products under the Toyota badge, the company can save marketing costs and eliminate what had effectively become a distraction from its core business focus. Why didn't Scion catch on? For one thing, it's hard being a small car brand when shoppers opt for SUVs and trucks whenever gas prices aren't sky high. Last month 58% of US sales were light trucks. Showroom traffic suffers when a brand doesn't offer such a popular segment of vehicles."

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