Ten years after Toyota Motor Corp. launched its youth-oriented Scion marque, the brand is struggling.
Only one Scion product is doing well this year, the new FR-S sports car, and it is actually a rebadged Subaru. Without it, Scion sales would be down sharply.
But that is not the only sign of trouble. Scion’s customers are getting older. Toyota acknowledges that awareness of the brand among the teens and 20-somethings who represent Scion’s target market is not what the company hoped it would be by now.
And, in mid June, Scion came in dead last in the annual J.D. Power and Associates Initial Quality Study.
It was not supposed to be this way.
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