Scion

Scion is a brand of vehicles produced by Toyota for the North American market. Founded in 2002, Scion's long-term goal is to appeal to Generation Y consumers. The first Scion models, the xA hatchback and xB wagon, went on sale in California in 2003, followed by a sports coupe, the tC, and a nationwide U.S. launch in 2004. A successor to the xA, the xD, premiered in 2008, and the Scion marque expanded to Canada in 2010. The Scion lineup uses a one-trim, simplified purchase process, and the marque has relied upon guerrilla and viral marketing techniques. The Scion name, meaning the descendant of a family or heir, refers both to the brand's cars and their owners. The brand was launched originally with promises of short product cycle and value based partly on low dealer margins which became difficult to keep as sales fell after the economic downturn.
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