Sayonara Scion! Toyota sub-brand, Scion has announced that, starting in August, all 2017 Scion models will be sold and rebadged as Toyotas. The FR-S sports car, iA sedan, iM five-door hatch, and C-HR will live on as Toyotas. However, the tC coupe will be given one final edition and then laid to rest at the end of the 2016 model year. What was first started as a way for Toyota to connect with hip, young drivers is no longer necessary. Toyota says that connecting with young buyers isn’t as difficult now as it was in the past.
Toyota’s Learning Experience
Rather than seeing this as a failure, Toyota sees it as an excellent learning experience. From its inception 13 years ago, Scion served as a guinea pig for retail, marketing, and hip vehicle experiments. Toyota learned a lot! The best Scions are being wrapped into the 2017 Toyota lineup, so any Scion fans shouldn’t worry.
Younger Buyers Respect Toyota
After investment in Scion dried up, Toyota decided that pulling the plug was the best decision for the parent brand. Toyota does not fear losing young buyers any more. In fact, the brand found that young buyers today respect Toyota vehicles and are very likely to buy a Toyota like their parents before them.
Scion Fans, No Need to Worry
The good news for both Toyota and Scion customers is that “There’s absolutely no change to the consumer. Everything remains the same,” says Bob Carter, senior vice president of operations for Toyota Motor Sales. “We’re simply changing the brand and the logos.” The transition will be quick and painless – all warranty, financing and service contracts will continue to be handled by Toyota. Scion’s 1,004 dealerships that are all within existing Toyota stores will continue to sell the vehicles as they have done in the past.
If you are in the market for a new Scion OR Toyota vehicle, then come see us at Limbaugh Toyota in beautiful Birmingham, Alabama!
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