The Downfall Of Scion

Discussing Toyota's sub-brand that was targeted at youth buyers - Scion. Touching on the predecessor to Scion, Project Genesis, and the reasons why it failed. Then moving on to the differentiator for Scion, including a haggle-free buying experience, and a mono-spec lineup. Briefly covering all of the models in Scion's lineup. But focusing in on Scion's declining sales after 2006 till the Great Recession. Lastly we will explore the idea of what could help make Scion successful, if they were to be brought back today.

0:00 What Happened to Scion?
1:06 Toyota's Push To Young Buyers
1:36 Project Genesis
2:33 Launch of Scion
3:18 Differentiation - Affordability
3:41 Differentiation - Customization
4:16 Scion xA
4:38 Scion xB
5:01 Scion tC
5:56 Scion xD
6:06 Scion iQ, FR-S, iM, iA
6:39 Declining Sales
7:48 Scion's Last Breath
8:38 What Scion Did Wrong
9:34 What Scion did Right
10:26 Just Not Good Enough
11:08 How to Make Scion Successful in 2024