What is the Toyota Scion?
Scion was a former Toyota brand created to attract younger buyers in North America. It operated as a separate marque from 2003 until its discontinuation in 2016, after which most models were renamed under the Toyota umbrella. The Scion name is no longer used in new-car branding, though its legacy influences certain modern Toyota models.
Origins and brand concept
The Scion brand was conceived by Toyota to establish a distinct identity aimed at younger customers, with affordable, stylish cars and a pathway for customization. It operated with its own marketing and dealer network in the United States and Canada, emphasizing approachable pricing, simple trims, and a sense of community around the cars. The strategy was to capture first-time buyers and convert them into lifelong Toyota customers by offering entry totals that felt youthful and contemporary.
Major Scion models
Here are the core models that defined the Scion lineup during the brand’s run. This list highlights the most well-known nameplates rather than every trim or variation.
- Scion xA
- Scion xB
- Scion xD
- Scion tC
- Scion iQ
- Scion FR-S
- Scion iA
- Scion iM
These models spanned subcompact to compact segments, with the FR-S serving as a sportier option co-developed with Subaru and later evolving into Toyota’s performance line in other guises. The iA and iM arrived late in Scion’s life as Mazda-based offerings and were subsequently rebadged after the brand’s shuttering.
Lifecycle and discontinuation
The Scion era came to a close as Toyota consolidated its brands in 2016. The company announced that Scion would be discontinued, and remaining models would be absorbed into Toyota with new badges. This marked the end of a distinct Scion dealer network and brand identity in North America. The fate of individual models varied, with some being renamed and continued under Toyota ownership.
- Scion FR-S → Toyota 86 (and later GR86 as a further evolution)
- Scion iA → Toyota Yaris iA
- Scion iM → Toyota Corolla iM
- Other primary Scion models (xA, xB, xD, tC, iQ) were discontinued, with no direct one-to-one Toyota rebadges for all of them
The shift meant that several Scion models lived on only in name in the early rebadging, while others faded from the lineup entirely. The FR-S’s lineage, however, continued in Toyota’s performance-oriented lineup as the 86 and, in later years, the GR86.
Legacy and current status
As of today, the Scion brand no longer exists as a separate entity. Toyota’s North American lineup features Toyota-branded versions of the former Scion models (where applicable), and the brand’s early promise is often cited in discussions of automotive marketing and youth-focused product strategies. The FR-S’s successor path demonstrates how joint-venture designs can outlive a brand’s existence, transitioning into Toyota’s performance sub-brand trajectory with the GR86.
Summary
Scion was a short-lived Toyota brand created to appeal to younger buyers in North America, operating from 2003 to 2016. Its lineup included notable models such as xA, xB, xD, tC, iQ, FR-S, iA, and iM. When the brand was discontinued, several models were rebranded under Toyota (e.g., FR-S to 86/GR86, iA to Yaris iA, iM to Corolla iM), while others were dropped from the lineup. The Scion experiment remains a notable chapter in Toyota’s history, illustrating a targeted, youth-oriented branding strategy that ultimately folded into the broader Toyota ecosystem.
