Last post on Oct 25, 2011 at 3:25 PM
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#26 of 32 Is Scion Toyota's Saturn?
Jan 18, 2010 (6:07 am)
There are major differences between Saturn and Scion, but it wouldn't surprise me if Scion was quietly closed within about three years. I know they're planning to introduce a new tC and maybe a version of the iQ, so there's some new product in the pipeline, but after a successful rollout of this new brand about six years ago, the brand has lost momentum. I think they could fold most or all of the Scion models into the Toyota brand. This would be easier than shutting down Oldsmobile, Pontiac and Saturn because, first, Scions are sold and serviced at Toyota dealers. Therefore, no dealers would have to be shut down. Second, Toyota's investment in Scion is relatively modest. Third, Scion has underperformed in its bid to become the youth brand. It probably has a younger demographic than Toyota, but it doesn't seem to have dented Civic, Mazda 3, Hyundai or even Focus sales.
Is Scion now the first or second aspirational brand for people under 30? I don't think so.
#28 of 32 Great Recession hits young buyers
by Stever@Edmunds HOST
Jul 14, 2011 (8:35 am)
"The economic woes of America’s twenty-somethings have forced Scion to broaden its demographic target to include the rest of the Millennial generation, up to age 35. “It’s a function of affordability and the state of economics for 18- to 24-year-olds, with high unemployment,” said Owen Peacock, national marketing communications manager for Scion. “They’re focused on things like college and debt load. At the end of the day, do you go with a small target or go after those who can actually buy a car now? So you need to adjust.”
By Zeus! Now, Scion Pursues Thirty-Somethings (AutoObserver)
Jul 24, 2011 (3:10 pm)
Scion is Toyota's Saturn.. Time to consolidate just like GM/Ford have done. Toyota needs to go back to its roots of building Toyota small vehicles and just call them Toyota's.
Jul 24, 2011 (4:48 pm)
I don't think the stand-alone Scion brand has worked out too well either. But now it looks like Toyota may spin Prius off as separate brand.