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Toyota announced Wednesday that its Scion brand would cease to exist at the end of the year.
Scion, which was launched in North America in 2003 to appeal to young car buyers, will be absorbed by the main brand of the Toyota business from August
This isn†t step back for Scion †it is a leap forward for Toyota, CEO of Toyota Motor North America Jim Lentz said in a statement.
Scion has allowed us to accelerate the ideas that would have been difficult to test through the Toyota network.
Toyota launched there over a decade, Scion with the great hope that the brand would attract more young and trendy customer than its consumer brand.
Although the brand started strong, posting stellar sales numbers 2004 to 2008, the recession and the lack of fresh leads to a sharp drop in sales.
While Scion were critical and commercial successes such as TC sport coupe and crossover XB, he never lived in the Toyota's expectations in terms of sales and reach of the brand.
Over the past twelve years, the Scion products have not resonated with consumers, and the range has grown stale despite recent attempts to revitalize the Kelley Blue Book analyst Rebecca Lindland chief said in an email.
It is the right choice for Toyota from a standpoint of cost, and allows them to reallocate resources and focus on profitable lines.
With an annual sales target of 100,000 cars, Scion has delivered less than 60,000 last year.
Citing the young average age of the brand's customers, Lentz, who was founding vice president of Scion, Scion believes has done what he set out to do.
I was there when we established Scion, and our goal was to make Toyota stronger by learning to better attract and engage young customers, Lentz said.
I am very proud because this is exactly what we have accomplished.
From 2017 model, the Scion line of vehicles will be sold under the Toyota brand, except for the TC coupe that will be stopped at the end of the year В.
According to the Japanese auto giant, the process of service and compensation for the Scion customers will not be affected Scion owners will continue to receive these services Toyota dealers and service centers.
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