Scion Hatches New Plan Involving Brand Expansion

Not that long ago, we reported that Scion, Toyota’s youth-oriented brand, was having difficulties selling vehicles. While off to a good start when the brand was created six years ago, sales have experienced a rapid drop-off in recent years, and that despite the addition of new dealers and a revamp of its two main products, the xA and the xD (previously the xB). What is especially troubling is that Scion exclusively markets economy cars, and the demand for fuel efficient small vehicles has been consistently up, coinciding with rising fuel prices. Scion realizes that without further action the brand could be in serious trouble, but a plan is in order to turn things around.

The plan focuses around two main components: The first addresses Scion’s image as a hip, cool and urban brand. Its cars will start to integrate new technologies that should give its vehicles more appeal. Currently, Scion’s philosophy is to provide a blank canvas for which its consumers can express themselves through their line of accessories, but OEM gadgets could be one way of luring in buyers.

The next step of the plan will be to introduce new models - up to three, in fact. The growth of the original box-like and Yaris-based xB to the current Corolla-sized xD has left a hole in the brand’s lineup. Although it offers more space and power than before, the xB was previously Scion’s top seller.

Scion’s VP Jack Hollis says that the brand is looking into a variety of different options, including a hybrid, pickup truck, subcompact-sized roadster, and perhaps even an SUV. By thinking small and filling in niche areas that aren’t currently available on the market, Scion could easily become a sales leader in compact and subcompact-sized vehicles.