Toyota Pulls The Plug On Scion, But Why?

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Today, Toyota announced plans to shutter its youth-oriented Scion brand. But why?

That depends on whom you ask.


In the video above, Toyota Motor North America’s CEO Jim Lentz explains that Scion isn’t really going away. Beginning in the 2017 model year, most remaining Scion models will be rebadged and sold as Toyotas.

The rationale? Scion debuted in 2003 as a brand exclusively focused on younger car buyers. It offered small, quirky,

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