Toyota started the Scion car marque in 2002. As a brand, Scion is known for its vibrant, boldly styled cars, and rightly so because Toyota’s intention with Scion was to offer fun, sporty yet affordable compact cars that would appeal to younger buyers; cars that would appeal to driving enthusiasts and to people who are passionate about their cars. Toyota also used Scion as a testing ground for all the new ideas that it wanted to roll out.
Former Vice President (and current Toyota Motors North America CEO) Jim Lentz founded Scion. In an interview, Jim said that the most exciting time of his career at Toyota was when he was starting Scion. Scion enabled Toyota to explore and implement its creative ideas, and it brought with it a lot of fulfillment for the company. For the most part, Toyota’s intentions with Scion succeeded. In a press release, Toyota declared that 70 percent of Scion cars were bought by new customers to Toyota, 50 percent of whom were under 35 years old. Unfortunately, the Scion brand was discontinued in 2016 and many of the Scion cars were renamed as Toyota cars.
One concept that was successfully pioneered with Scion cars was the concept of single pricing. All the Scion models came with a single Scion Pure Price which took away the price haggling that often occurs with new cars. That labelled price (the sticker price) was the same for everybody, regardless of whether you were buying online or buying the car at your local dealership. This concept meant less time at the car dealership, and so it appealed to many car buyers. Toyota says that it will be rolling out this Pure Price program for many of its vehicles in the future.
The first Scion car was the Scion xA, which was produced between 2004 and 2006. It is an affordable, versatile, reliable, and fuel-efficient little hatchback that struck a code with the masses. The Scion xB hatchback followed the same year (2004) and was produced up to 2015. The sportier Scion tC 3-door liftback coupe debuted in 2005, while the Scion xD, Scion xA’s successor, came along in 2008. The Scion cars that came after that include the Scion iQ city car, the Scion FR-S sports car, the Scion iA subcompact sedan/hatchback, and the Scion iM compact hatchback.
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