Is Toyota bringing back Scion?
No. Toyota has not announced plans to revive the Scion brand, and there are no current indications that a Scion revival is in the works. Scion was retired in 2016, with its models folded into Toyota or discontinued, and the company has since focused on its Toyota badge and the GR performance line.
What is Scion and what happened to it?
Scion was launched in 2003 as a youth-oriented division of Toyota, designed to attract new buyers in the U.S. and Canada with affordable, stylish cars. Its portfolio included models like the xB, xD, and tC, and later the FR-S, which was co-developed with Subaru. In 2016, Toyota announced the end of Scion as a separate brand; Scion stores closed and remaining models were rebranded or discontinued. Some Scion models lived on under Toyota badges, while others were retired.
Here are the defining milestones of Scion's life and its shutdown, including how some models continued under Toyota's name.
- 2003: Scion launches as a Toyota-pitched brand targeting younger buyers in the U.S. and Canada.
- Mid-2000s to early 2010s: Scion builds a distinctive lineup with the xB, xD, tC, and later the FR-S (a collaboration with Subaru).
- 2013–2015: Sales growth slows and Toyota reframes its approach to Scion as market demand shifts.
- 2016: Toyota retires Scion as a separate brand; stores close and remaining models are rebranded or discontinued. Scion iA becomes Toyota Yaris, Scion iM becomes Toyota Corolla iM, and the FR-S becomes the Toyota 86 in the U.S.; other Scion models are discontinued.
- Post-2016: No revival program is introduced; Scion as a standalone marque remains defunct, with its influence absorbed into Toyota and, to some extent, the GR performance family.
The shutdown marked a pivot in Toyota's strategy away from a stand-alone youth-brand toward integrating elements of Scion into Toyota's mainstream lineup and the GR performance line.
Is there any plan to revive Scion now?
As of 2025, there are no official plans to bring back Scion. Toyota has repeatedly emphasized its focus on electrification, SUVs, and its GR performance sub-brand, with product initiatives continuing under the Toyota badge rather than reintroducing a separate Scion marque.
Notes on the current stance and what that means for potential revival:
- There are no public announcements signaling a Scion revival as of 2025.
- Toyota’s current strategy leans on the GR performance line and electrified Toyota models rather than a new Scion brand.
- Reviving Scion would require rebuilding a dealer network, launching a marketing program, and assembling a model lineup distinct enough to justify a separate brand—costs that complicate a potential return.
- Industry observers generally expect any youthful-targeted strategy to come through Toyota and GR-badged products rather than reintroducing Scion.
In short, while Scion remains a notable chapter in Toyota's history, the automaker shows no signs of reintroducing it as a separate brand and is instead pursuing its current product strategy under Toyota and GR.
What a revival would entail
Reintroducing Scion would require substantial commitments: a new or reactivated dealer network, a distinct marketing plan, and a model lineup that either reuses or reimagines Scion names. It would also involve aligning with regulatory requirements, ensuring profitability, and assessing market demand. Given the brand's historical performance and Toyota's current portfolio, any revival would be a long-term strategic decision with no timetable as of 2025.
Summary
Toyota has not announced a revival of Scion. The brand was discontinued in 2016, with its models either folded into Toyota or discontinued. Today, Toyota relies on its main brand and the GR performance line to appeal to younger buyers, rather than reviving Scion as a separate marque. Any potential move to re-enter the Scion space would require a major strategic shift and is not currently planned.
