It's Official: The Scion Brand Is Dead

It's been announced that Scion is no more, as the brand's vehicles will be badged as Toyotas from the 2017 model year onwards
It's Official: The Scion Brand Is Dead

Toyota has announced today that the Scion brand is no more. The Japanese auto giant first launched it in 2003 with the aim of attracting younger buyers in the North American market, and it seemed to have worked - the brand has the youngest average buyer age (36) in the car industry, apparently. Regardless, Toyota has seen fit to kill off Scion.

The tC (below) will die with the brand, ending production in August 2016, while the remaining models - the FR-S, iA and iM - will be sold as Toyotas from the 2017 model year onwards. The incoming Scion C-HR will also be getting a Toyota badge.

It's Official: The Scion Brand Is Dead

The 22-strong team of dedicated Scion employees will all be offered new jobs at Toyota USA, while servicing and repairs for Scion vehicles will continue with Toyota dealerships as normal. Meanwhile, people from the rest of the world are still looking at the top image thinking “what’s that weird badge on the front of that GT86?”

UPDATE: Toyota USA has since confirmed to us that the FR-S model name will still be used after the Scion brand is discontinued.


James W

I almost had a heart attack when i saw the FR-S and the word “dead” together

02/03/2016 - 16:28 |
182 | 4

You know even if FR-S would be dead is there still GT86 and BRZ😂

02/04/2016 - 10:59 |
6 | 0

Say what you will, but I will always enjoy my tc1. It’s not perfect, but damn it’s reliable and had a ton of standard features. I’d buy another one in a heartbeat.

02/03/2016 - 16:33 |
24 | 0

In reply to by M3R1CA

I loved my first gen xB. Had no problems with the car over a 10 year period. Literally only had to do maintenance and change the tires and battery. Slow as hell, but the thing was a tank… I mean toaster.

02/03/2016 - 16:38 |
38 | 0

In reply to by M3R1CA

I’m thinking about a tC as a daily, and have heard nothing but good comments about them. They’re fun to drive, too!

02/03/2016 - 16:57 |
2 | 0

In reply to by M3R1CA

Once Scion is axed, maybe Toyota will finally call the tC the Celica? Or the iM the Matrix? But for sure, Toyota will call the iA the Yaris Sedan (as they already do in Canada) and, of course, the FR-S will be called the GT86.

02/03/2016 - 22:20 |
2 | 0
OG Scion Tc

In reply to by M3R1CA

Yeah I currently own a first Gen tc, it has been awesome, sad to see they discontinued the model.

02/04/2016 - 04:25 |
2 | 0
Ali Mahfooz

But why kill a brand that’s been doing well so far?

02/03/2016 - 16:33 |
6 | 0

It actually hadn’t been doing that well, Scion sales have been consistently going down for the last few years and Toyota dealers in the US and Canada were given the option recently of not selling the Scion brand if they didn’t want to.

02/03/2016 - 16:36 |
14 | 0

Because it hasn’t been doing well.

02/03/2016 - 17:49 |
2 | 0
CZ 69% Muscle

Good riddance.One less grey company titting about uselessly

02/03/2016 - 16:33 |
64 | 0
Joel Peñaló

About time. I swear I had a mini heart attack when I saw that 86 and ‘RIP’ in the same sentence

02/03/2016 - 16:33 |
2 | 0
Jordan Mellinger

No surprising they have been a dead brand for a long time. Their death was just prolonged by the FRS

02/03/2016 - 16:34 |
2 | 0
Denis Abdihodzic

Could be that 2nd hand TC’s raise in prices due to that

02/03/2016 - 16:35 |
0 | 0

Well that kind of sucks I actually liked the TC, maybe they’ll call it the Zelas or something, but thank God the FRS is staying maybe as the GT86?

02/03/2016 - 16:38 |
0 | 0

The frs and gt86 are the same car btw.

02/03/2016 - 16:43 |
2 | 2

Nope, the tC is dying along with the brand.

02/03/2016 - 17:51 |
0 | 0

And I was here wondering why everyone kept calling them 86’s

02/03/2016 - 16:39 |
4 | 2

In reply to by Anonymous (not verified)

Really? :D

02/03/2016 - 17:45 |
2 | 0

Well, as long as the keep making the Toyobaru, I don’t give a f*ck about what badge it has.

02/03/2016 - 16:40 |
124 | 0

I think you mean the BR-86

02/03/2016 - 20:28 |
34 | 2
Griffin Mackenzie

In reply to by jayive35

I think you mean the toybota

02/03/2016 - 23:21 |
2 | 0



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