Toyota Axes Scion Brand After 13 Years

After a relatively short 13 years of existence, Toyota has announced it will kill off its youth-oriented Scion sub-brand in the USA and Canada with the brand to officially disappear in August this year.

According to Toyota, the young adults of today are less engaged with the Scion brand, and less likely to want to deliberately seek out products specifically designed to appeal to them. 

Toyota is no longer seen as "mum and dad's car" - or at least the social stigma surrounding the ruthlessly conservative Japanese automaker has waned enough to give it broader appeal.

A lack of investment in future product for Scion (the result of economic pressure from the Global Financial Crisis) also compounded the issue. Last year the two big product announcements for Scion were for the iA and iM - a rebadged Mazda2 sedan (below) and a rebadged Toyota Corolla hatch.

Hardly exciting stuff.

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