The way millennials perceive the auto industry has changed today’s car ownership model, and Toyota’s Scion brand fell victim to this shift.
Even if it sounds like a paradox, the Scion brand was killed by its own targeted customers. When Toyota launched the marque back in 2003, the automaker wanted to explore new territories and experiment with products specifically made for youth customers, hoping at the same time that millennials would become Toyota buyers of tomorrow.
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