Scion, a discontinued automobile brand of Toyota, debuted in 2003 with a focus on younger customers. The brand was introduced as an inexpensive, stylish, and distinctive sport compact vehicle.
Scion provided car buyers with a “pure price” sales concept that eliminated traditional trim levels and haggling when buying a car. The sales approach was to offer the customer a single trim level and a non-negotiable base price. However, buyers were given a range of dealer-installed options to personalize their vehicles.
Scion had a 13-year run when slowing sales finally convinced Toyota to shutter the idea entirely in 2016. With the feeling they didn’t need a separate brand to attract younger buyers, and that their main product line was doing just fine, Toyota doesn’t seem keen on bringing back Scion anytime soon.