Toyota launched Scion in 2003 with a goal of attracting youth customers. Now that is has achieved its goal, the Scion brand will transition to Toyota next month.
“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,” announced Jim Lentz -- founding vice president of Scion and now CEO of Toyota Motor North America -- in a press release. “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."
As part of the transition, most Scion vehicles will be rebadged as Toyota. Toyota will also take over any warranties, lease or finance agreements. So, fear not -- Toyota promises that this will be a seamless transition for the consumer. Have any questions regarding the announcement? Please don't hesitate to reach out to our team by calling 800-846-6776. Also, keep an eye on our new inventory to watch the brand absorption unfold.