Changing a MAF sensor
Toyota is scrapping youth-oriented Scion brand.
Toyota Motor Corp. has pulled the plug on its edgy, nameplate focused on youth In August, the Scion brand will be gone.
The Japanese auto giant characterized the news as the end of a triumphant period in which the eccentric Scions, cheap brought new customers to the brand.
But customers of Generation X grew up, Toyota said, and are willing to pay higher prices for better cars.
We could not get the success we have had without the incredible support of customers Scion dealers and team members, to support throughout this transition process will be one of our priorities, said Jim Lentz, the executive who began Scion and later rose to general manager of north American operations Toyota This isn ta step back for Scion; it is a leap forward for Toyota.
Kelley Blue Book analyst Karl Brauer said the decision to end a still viable plate was remarkable and rare.
We are used to see national brands like Mercury, Oldsmobile and Plymouth die, says Brauer But this is the first time a brand U S Specific, launched by a Japanese automaker successfully, was killed.
The creation in 2003 of the Scion line was a big step for Toyota; separate division was an attempt to reach buyers put off by the name Toyota.
In the early 2000s, company executives said Wednesday, showed that research Gen X buyers perceived as dull and Toyota unwanted X generation are generally defined as persons whose start date of birth in 1960 early 1980s.
Buyers of Generation X were talking loudly, and their attitude towards consumer brands took a divergence of their baby boomer parents, said Senior Vice President Bob Carter Toyota Scion We created to attract young buyers.
Young consumers were attracted by the design language boxy Scion, the Scion ability to be customized with aftermarket accessories and cheap vehicles Most of the Scion range costing 20,000 or less.
They also liked the creative owners of brand Scion financing options could benefit from the pure price policy, which sets the cost of each vehicle in a set, without a point haggling, they could also go for the Boost service a prepaid maintenance plan.
California won the first Scions 2004 xA and xB with their large cargo areas and sound systems better than average, they proved popular Toyota, the largest automaker in the world, said it had sold 1 January Scions million during the 2003- 15 brand life the best sellers, accounting for about three-quarters of sales, were the xB and tC models.
Some become Scions Toyotas, from the 2017 model, including the sports car FR-S, iA sedan and hatchback iM The new concept crossover C-HR, once considered a Scion to come, will get a new life But as Toyota nor the tC xB or return under the new arrangement.
Carter called Scion a laboratory to test the youth market, and delivered the tests a success A full 70 of Scion buyers were new to the Toyota family, he said that about half were under 35, and 40 have was for the first time new car buyers.
As the older generation X, married and had children, however, their tastes and automotive needs We changed all grow, said Scion Vice President Andrew Gilleland.
By then, however, a significant percentage had migrated to Toyota Scion, Carter said, and millennials who followed them did not share their antipathy for Toyota The company said 27 of its 2015 sales of Toyota cars were young in this demographic.
While Toyota's sales rose, sales of Scion fell analysts, which was in part because of gas prices, which makes small cars a selling more difficult in a market that prefers trucks and SUVs it may also have been an unexpected result of the reputation of Scion as cheap Toyota.
The company said sales Scion dropped from a high of 173,000 vehicles in 2006 to only 56,000 in 2015.
Carter said that reports of the death of Scion were premature because the Scion models live under new names He compared the transition from the plate earlier terminations of Toyota Celica Supra models.
Other observers have said that the end of Scion was similar to that of Saturn if GM subsidiary Scion had dedicated, independent dealers, as Saturn did.
Toyota Scion disposal youthoriented LA Times, toyota, demolition, scion.