Why was Scion iA discontinued?
The Scion iA, a compact sedan produced by Toyota's youth-oriented Scion brand, was discontinued in 2016 after just two model years. The decision to discontinue the iA was primarily due to declining sales and a shift in consumer preferences towards larger, more versatile vehicles.
Declining Sales and Shifting Market Trends
The Scion iA was introduced in 2015 as a rebadged version of the Mazda2 sedan, which was not sold in the United States. While the iA offered a well-equipped, affordable, and fuel-efficient option in the compact car segment, it struggled to gain traction with consumers. Sales of the iA declined each year, from around 25,000 units in 2015 to just 12,000 units in 2016. This downward trend, coupled with a broader shift in the automotive market towards larger, more versatile vehicles like SUVs and crossovers, ultimately led Toyota to discontinue the Scion iA.
Scion Brand Discontinuation
The discontinuation of the Scion iA was also part of a larger decision by Toyota to phase out the Scion brand altogether. Scion was launched in 2003 as a separate marque aimed at attracting younger, more tech-savvy buyers, but it never achieved the level of success Toyota had hoped for. In 2016, Toyota announced that it would be discontinuing the Scion brand and transitioning its existing models, including the iA, to the Toyota lineup.
Competitive Landscape and Pricing
The compact sedan market in which the Scion iA competed was also highly competitive, with established models like the Honda Civic, Toyota Corolla, and Nissan Sentra offering similar features and capabilities at comparable price points. While the iA was priced competitively, starting at around $16,000, it struggled to differentiate itself in a crowded market.
Conclusion
The discontinuation of the Scion iA was ultimately the result of a combination of factors, including declining sales, shifting consumer preferences, and the broader decision to phase out the Scion brand. While the iA offered a well-equipped and affordable option in the compact sedan segment, it was unable to gain significant traction with consumers, leading Toyota to discontinue the model in 2016.
How much is a scion iA worth?
The value of a used 2016 Scion iA ranges from $3,302 to $10,434, based on vehicle condition, mileage, and options. Get a free appraisal here.
Is the Scion iA discontinued?
Toyota announced Wednesday, Feb. 3, 2016, that it is discontinuing its Scion brand, aimed at younger car buyers, after years of slumping sales. Beginning in August the MY17 Scion, the FR-S sports car, iA sedan, the iM 5-door hatchback and the C-HR will be rolled into the standard Toyota line-up.
Is Scion making a comeback?
No, the Scion brand is not coming back as an automobile marque, but Toyota has revived the Scion name for a new off-road side-by-side concept vehicle called the Scion 01. The original Scion brand was discontinued in 2016, and its models were absorbed into the Toyota marque. The new Scion concept uses a hybrid powertrain and was created as a testbed for future mobility ideas, not as a successor to the old brand.
You can watch this video to learn more about the Scion 01 concept vehicle: 40sPlanet Car NewsYouTube · Nov 4, 2025
- No, the Scion brand is not returning. Toyota officially discontinued the Scion brand in 2016, and its models were integrated into the Toyota lineup.
- The name is being used for a concept vehicle. The Scion name has been revived for a new, one-off concept vehicle called the Scion 01, which is a powerful, hybrid-powered off-road side-by-side.
- It is not a car. This is not a car or a car brand, but a powersports vehicle designed to test new concepts and technology.
- It's a way to experiment. Toyota created the Scion 01 to serve as a "laboratory" to develop and test new ideas, leveraging its expertise in hybrid powertrains and off-road vehicles.
Why did Toyota stop making Scion?
Toyota discontinued the Scion brand primarily due to declining sales and a failure to connect with its younger target demographic, exacerbated by a lack of compelling new models and a crowded entry-level market. The brand's original average buyer age of 35 had risen to 43 by 2011, and many of its models were perceived as being rebadged Toyotas, creating overlap with the main brand's offerings and failing to establish a distinct identity. Ultimately, Toyota decided to absorb the remaining Scion models into the Toyota lineup to simplify its brand portfolio.
- Declining sales and market relevance: Scion's sales slumped, and it failed to maintain interest from its intended young audience, whose preferences had shifted.
- Target demographic shifts: The average age of a Scion buyer increased significantly over the years, moving away from the younger demographic the brand was created to attract.
- Market overlap: Scion's vehicles, often rebadged from Toyota's international lineup, competed directly with affordable Toyota models like the Corolla, which were often more popular and outsold Scion models.
- Lack of a clear identity: The brand struggled to differentiate itself from Toyota, and its lineup lacked the standout, desirable models needed to stand out in a competitive market.
- Failure to adapt to market trends: The brand didn't have enough crossover vehicles, a key growth segment in the automotive industry.
