Toyota has recently declared that the Scion brand will be discontinued from the international markets. This decision has been taken as a result of the decline in sales of the brand. Scion had been operating as a part of the industry since 13 years and now the company has decided to re-badge the Scion models under the Toyota name, thereby moving them back to the parent company.
The foundation of Scion was laid down in the year 2003 in order to target the young and first time buyers around the globe. Initially, in the year 2006, the tC model gained quite a lot of popularity, but over the years, there was a constant decline in the sales. This made the automaker think and re-consider their strategy.
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As per Mr Jim Lentz, Vice President of Scion and current CEO of Toyota North America, “This isn't a step backward fro 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.”
As a part of re-badging, almost all the models including iM 4 hatch, iA sedan, FR-S sportscar and the production version of CH-R will be re-badged as Toyota cars. However, the tC sports coupe could be removed completely from the lineup. After the completion of transition, all the work related to the warranty, service, repairing and financing will be handled by Toyota itself. Hence the existing Scion owners would still be able to avail the services from Toyota outlets.
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