Today, Toyota announced that it has decided to kill off Scion after years of declining sales. Model year 2016 will be the last for Scion vehicles, with the brand set to be discontinued in August 2016. Three of the cars in the Scion lineup, the iM, iA and FR-S, will continue under the Toyota brand and will make the move for the 2017 model year. However, the tC, which was a breakout hit for Scion in its first generation, will be killed off for good. In light of today’s news, we want to know if you agree with Toyota’s decision to dump Scion.
Toyota said one of the main reasons for killing Scion off was the buying habits of millennial customers, which are closer to that of baby boomers. Millennial buyers are not as opposed to advertising and marketing compared to Gen X buyers, and made up 27 percent of Toyota’s sales volume for 2015. Additionally, Scion didn’t have the same aspirational image that Toyota has, which made the brand less known to millennial buyers. In 2015, Scion sold only 56,167 cars, significantly lower than the 175,000 units it sold during its peak in 2006.
For today’s Thread of the Day, tell us whether or not you agree with Toyota’s decision to kill off its youth-oriented brand in the comments below.
The post TOTD: Do You Agree With Toyota’s Decision to Kill Scion? appeared first on Motor Trend.
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