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Scion

Scion means "Son of [Toyota]" or "descendant".
Filed under:  Companies
 
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Scion is a United States-only division of Toyota Motor Corporation founded in 2003. It is also a brand of Toyota Motor Sales, U.S.A., Inc.


scion 3d logo

As of 2005, it has three models: the xA and xB (both rebadged Japanese market cars, named ist and bB, respectively) and the tC (a new design based on the European-market Toyota Avensis). Scion's long-term goal is to appeal to Generation Y consumers, expected to dwarf the market size of Generation X by 2020.

Scion uses sales tools such as Pure Price, innovative Internet advertisements, and monospec trim levels with a wide selection of aftermarket accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion badge.

Pure Price means the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership, is the price customers will pay. This includes vehicles, accessories, finance and insurance products. Pure price is designed to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be open and consistent. The concept is not new to the American market, having been introduced in the early 1990s by the Saturn marque of General Motors.

Scion aims their Internet advertising at the 10 to 15 percent of Generation Y who are on the cutting edge. These consumers have been exposed to tremendous amounts of advertising, and are jaded to traditional marketing hype. The Scion Promise of "Openness, Flexibility, and Personalization" appeals to these leaders. At the same time, older buyers also find the Scion to be an attractive purchase, because being an offshoot of Toyota assures Scion's value, quality, durability, and reliability (Scion means "Son of [Toyota]").

In the United States, the Toyota Camry offers several trim levels: the standard sedan (for budget-conscious drivers), the LE (popularly equipped), SE (for sporty drivers), and XLE (for luxury-minded drivers). In contrast, all Scions have one standard trim level and are designed to be uniquely customized for the driver.

Scion offers about 40 different accessories; other after-market companies are adding new accessories, as well. For example, one can add a subwoofer, different types of decals, canvas roofs, and other accessories. The tC will offer an optional supercharger to increase power from 160 to 200 hp (120 to 150 kW).

Scion advertising includes the disclaimer "Some vehicles featured are modified with non-Genuine Scion parts. Check with your local Scion dealer as some accessories may void warranty, negatively impact vehicle performance and may not be street legal."

Scion's first two cars, while unusual for American roads, have been received well among consumers tired of "vanilla" entry-level vehicles. An episode of MTV's Pimp My Ride featured the Scion xB, which is the top-selling Scion with about 40% of the market share. The tC has been very well received and sells briskly.

AUGUST 2016

Scion Brand to Transition to Toyota.
Scion, established as a separate brand in 2003 as a laboratory to explore new products and processes to attract youth customers, is now transitioning back to the Toyota brand. Scion achieved its goals of developing unique products and processes, and bringing in new, younger customers to Toyota. With more than a million cars sold, 70 percent of Scions were purchased by customers new to Toyota and 50 percent were under 35 years old.

“This isn’t a step backward for 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,” said Jim Lentz, founding vice president of Scion and now CEO, Toyota Motor North America. “I was there when we established Scion and our goal was to make Toyota and our dealers stronger by learning how to better attract and engage young customers. I’m very proud because that’s exactly what we have accomplished.

“We could not have achieved the success we have had without the incredible support of Scion’s customers, dealers and team members, so supporting them throughout this transition process will be one of our top priorities,” said Lentz.

Toyota’s decision was made in response to customers’ needs. Today’s younger buyers still want fun-to-drive vehicles that look good, but they are also more practical. They, like their parents, have come to appreciate the Toyota brand and its traditional attributes of quality, dependability and reliability. At the same time, new Toyota vehicles have evolved to feature the dynamic styling and handling young people desire.

Scion has consistently been the youngest brand in the auto industry with an average age of 36 years old. At 29, the tC sports coupe has the lowest-average age buyer in the industry. The most recent additions to the line-up, the iA sedan and iM 5-door hatchback, are bringing in new buyers with 70 percent being first-time new car purchasers. Additionally, more than 50 percent of iM and iA buyers are under 35 years old.

As part of the brand transition, beginning in August 2016, MY17 Scion vehicles will be rebadged as Toyotas. The FR-S sports car, iA sedan and iM 5-door hatchback will become part of the Toyota family. The tC sports coupe will have a final release series edition and end production in August 2016. The C-HR, which recently debuted at the L.A. Auto Show, will be a part of the Toyota line-up.

The service and repair process for Scion customers will be unaffected by this change as customers will continue to visit Toyota dealerships’ service departments.

“We appreciate our 1,004 Scion dealers and the support they’ve given the brand,” said Bob Carter, Toyota senior vice president of automotive operations. “We believe our dealers have gained valuable insights and have received a strong return on their investment. During this time of transition, we will work closely with them to support this process and help communicate this change to customers.”

Scion’s 22 dedicated team members, who represent sales, marketing, distribution, strategy, and product and accessories planning, will have the opportunity to take on new jobs at Toyota Motor Sales, U.S.A., Inc. in Torrance. Scion regional representatives will assume different responsibilities in their respective Toyota sales offices.

“Scion has had some amazing products over the years and our current vehicles are packed with premium features at value prices,” said Andrew Gilleland, Scion vice president. “It’s been a great run and I’m proud that the spirit of Scion will live on through the knowledge and products soon to be available through the Toyota network.”


scion logo bw

Scion logo.

Scion Series Chronology.

Scion xA Series Chronology.
2004. All-new xA, along with xB, is introduced to the U.S.-market in California first, beginning on June 9, 2003 with a staggered rollout to other parts of the country in early 2004.
2004. Edmunds.com listed Scions as "Top 10 Sound Systems in Cars Under $30,000 for 2004"

2004. The 2004 Scion xA is one of three all-new vehicles that ushers in a new name and fresh concept, as well as a dynamic approach to designing, developing and marketing an entry level sedan to meet the demands of a unique type of young new-car buyer.

The xA debuts as a muscular subcompact five-door that features an athletic stance, sculpted wheel arches and tightly connected visual cues that flow dramatically from front to rear.

Personal exterior, interior and performance customization of the xA is possible with approximately 40 available accessories, including available sport parts from Toyota Racing Development (TRD).

The xA is powered by a capable 1.5-liter, four-cylinder engine, and equipped with variable valve timing with intelligence (VVT-i) that produces 108 horsepower at 6,000 RPM and 105 lb-ft. of torque at 4,200 RPM. All xA's are equipped with standard Anti-Lock Brakes (ABS) with Electronic Brake-force Distribution (EBD).

2005. All 2005 Scions are equipped with a new 160-watt, six-speaker AM/FM/CD Pioneer sound system that is XM satellite radio ready and features Scion Sound Processing (SSP) with three pre-set equalizer settings and MP3-media compatibility. The Scion Pioneer audio system now comes with a user-customizable welcome screen similar to the feature found on cell phones, and Sound Retouch digital equalization for clearer MP3-CD sound.

What does it mean?
Scion means "descendant" or "heir to."

Where is it built?
Scion xA is built at the Takaoka Plant in Japan.

Scion xB Series Chronology.
2004. All-new xB, along with xA, is introduced to the U.S.-market in California first, beginning on June 9, 2003 with a staggered rollout to other parts of the country in early 2004.
2004. Edmunds.com listed Scions as "Top 10 Sound Systems in Cars Under $30,000 for 2004"
2004. Edmunds.com named xB as "Most Wanted Wagon under $15,000"
2004. Newsweek Magazine named xB as "The Way Coolest New Car" in their design issue
2004. "Best Cars for Families" economy category AAA and Parents magazine
2004. Widebody xB named Mother's Wax 2004 Tuner Car Award for top manufacturer's display vehicle at International Auto Salon (IAS)
2004. Widebody xB named IAS custom show-off by Super Street magazine
2004. Awarded a Bronze in the 2004 Industrial Design Excellence Awards
2004. "CR Recommended Small Car" and "CR Recommended Best in Class Acceleration and Fuel Economy" - Consumer Reports Magazine

2004. The all-new 2004 Scion xB targets the growing Gen Y market with innovative styling that elicits emotion and demands to be noticed. Beyond its aggressive styling, the xB is a versatile subcompact with impressive performance, a vast amount of interior space and enormous potential for personal customization for by the consumer.

The exterior look of Scion xB is cutting edge with a box shape and sharp edges. It hunkers down low over its wheels and rises tall and wide with flat panels and 90-degree angles. This achieves maximum space from minimal exterior dimensions.

The xB is powered by a 1.5-liter, four-cylinder engine and equipped with variable valve timing with intelligence (VVT-i), producing 108 horsepower at 6,000 RPM and 105 lb-ft. of torque at 4,200 RPM. Weighing in at just around 2,400 pounds, the xB has an excellent power-to-weight ratio, providing energetic shift response.

Like all Scion products, the xB is mono-spec, making ordering simple. Thanks to its long list of standard equipment, the only decisions the xB buyer needs to make are transmission, color, and accessories.

The xB is equipped with standard Anti-Lock Brakes (ABS) with Brake Assist (BA) and Electronic Brake-force Distribution (EBD). The xB also features Vehicle Stability Control (VSC) with traction control (TRAC) as standard equipment.

2005. All 2005 Scions are equipped with a new 160-watt, six-speaker AM/FM/CD Pioneer sound system that is XM satellite radio ready and features Scion Sound Processing (SSP) with three pre-set equalizer settings and MP3-media compatibility. The Scion Pioneer audio system now comes with a user-customizable welcome screen similar to the feature found on cell phones, and Sound Retouch digital equalization for clearer MP3-CD sound.

Where is it built?
Scion xB is built at the Takaoka Plant in Japan.

Scion tC Series Chronology.
2005. All-new tC sports coupe introduced nationwide in June 2004.
2005. Performance Dealer Options (PDO)-tuned tC awarded 2nd place Sport Import Class at 2004 International Auto Salon in Los Angeles

2005. The 2005 tC adds a new level of excitement to Scion. The sleek and sophisticated tC sits low and wide. Though the tC has the look of a two-door coupe, it features the versatility and utility of a hatchback.

Like all Scions, tC comes mono-spec, with front side airbags and front and rear curtain airbags as the only factory option. Its extensive standard equipment list includes the first all-glass panorama moonroof in the segment and rear seats that recline up to 45 degrees and can be adjusted into 10 different positions.

The two-door coupe features a 2.4-liter four-cylinder engine with Variable Valve Timing with intelligence (VVT-i) that produces 160 horsepower. The tC is a tenacious road handler as it is equipped with double-wishbone rear suspension, front MacPherson struts, four-wheel disc brakes with Anti-Lock Brakes (ABS) and 17-inch alloy wheels with Z-rated tires.

The tC offers buyers the chance to personalize their vehicle with a choice of nearly 40 accessories for dealer installation. A rear spoiler, 18-inch wheels and tires, and various interior trim components may be added to suit personal taste. For drivers who want even more sport in their tC, accessories from Toyota Racing Development (TRD) include 18- and 19-inch wheel and tire packages, suspension components, and a supercharger that boosts horsepower to approximately 200.

Where is it built?
Scion tC is built at the Tsutsumi Plant in Japan.

(source: Toyota)


VIDEOS

Scion Lives On.

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Scion related emblems   
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Scion xA Speedster : 2005   Complete removal of roof and side glass by Five Axis.
Scion tC : 2009   
Scion iQ : 2009   Revealed at the 2009 New York International Auto Show.
Scion’s Brand Manifesto Campaign   nspires Originality and Challenges Individuals to “Become One of Us by Becoming None of Us”.
Scion ads   
LINKS
Scion   Official site.
Scion   "Route" Independent Film Series.
 
 
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