Scion Sales Data, Trends & Analysis for the U.S Automotive Market
This is your hub for all of the Scion sales data for the U.S market. Scion was a sub-brand started by Toyota in order to attract younger, more hip customers. It was actually pretty successful for a while, selling as many as 173k cars in 2006. However, it has seen its sales drop steeply since then, to the point that it was discontinued in September 2016. Scions’s main problem is that it forgot what made it successful in the first place – simple, cool and slightly oddball cars such as the xB (which outboxed even the Nissan Cuba Mk II) and the xA (a simple subcompact before the time when subcompacts were cool again). Instead, it now offers cars that all seem like they really should be Toyotas – the FR-S (Toyota GT86), the iQ (Toyota iQ), tC (in essence a Corolla coupe) and the large xB Mk II (sort of like a high-roofed Corolla).
And things didn’t turn around, with the last new models being the iA (a rebadged Mazda2) and iM (the Toyota Auris). In the end, Toyota decided that there was no more point in keeping Scion as a stand-alone brand and decided to discontinue the brand in September 2016. Three of its models continued as Toyota vehicles: the Yaris iA, Corolla iM and Toyota 86. Scion was first introduced in the United States by Toyota in 2003. It was Toyota’s marque of sport compact vehicles which emphasized on affordability and style. The Scion marque was created as the company’s way of appealing the younger customers in the US.
Indeed, the brand was able to appeal to the younger buyers in the US car market and was able to sold more than a million compact cars since it was launched in 2003. Scion was an early hit among young buyers who saw Scion cars as reliable and more unique from the cars of the previous generation. Aside from being a car manufacturer, Scion also served as Toyota’s laboratory for developing offbeat vehicles and various kinds of marketing and retail programs in the US.
Since its inception, Scion has sold over a million compact cars in the US. The brand enjoyed tremendous success in sales after its launching in 2003 and peaked in 2006 after selling over 170,000 cars that year. Things changed, however, after 2006 as the brand saw a drop on its sales figures year after year. The effects of the Great Recession and the brand’s target market changing its perspective on compact cars, affected the sales of Scion over the years.
From 2009 to 2015, Scion sales never again reached 6 digits. This prompted Toyota to pull the plug on Scion as the brand is no longer able to appeal to the young buyers who have been also extremely finicky over the years. By 2017, Scion was discontinued, as Toyota decided that they no longer need a separate marque to target younger buyers.
Scion Annual Sales, Growth and Market Share in the United States