Scion is a Toyota brand that was discontinued in 2003. The Scion brand emphasised affordable, stylish, and distinctive sport compact vehicles, and used a simplified "pure price" sales concept that eschewed traditional trim levels and dealer haggling; each vehicle was offered in a single trim with a non-negotiable base price, whereas buyers could customise their vehicle with a range of dealer-installed options. The Scion name, which means "descendant of a family or heir," refers to both the vehicles and the people who own them. Scion mainly used guerrilla and viral media tactics to reach out to the generation Y audience.
In June 2003, the company was soft unveiled in the United States at a few Toyota dealerships in California, before spreading nationally in February 2004. At 173,034 units sold in 2006, sales peaked. Scion entered the Canadian market in 2010. However, as profits plummeted after the financial crash of 2007–2008, Toyota's original propositions of limited model cycles and competitive selling focused on poor distributor margins became increasingly unsustainable. The Scion brand was phased out at the start of the 2017 model year in August 2016, with cars either being rebranded as Toyotas or being discontinued. In an effort to draw younger buyers to the Toyota brand in the United States, Toyota launched Project Genesis in 1999.
The aim of this project was to create a "marque within a marque" in terms of sales and ads for Toyota's compact and coupe models. The effort, which included the launch of the Toyota Echo economy car as well as late-generation Toyota MR-2 and Toyota Celica models, was deemed a failure and was cancelled in 2001. In reaction, Toyota decided to create a new brand, Project Exodus. Toyota customers were 54 years old on average in 2007. Scion's average customer age at the time was 39, which was the lowest in the market. While rare for American roads, Scion's first two cars (the xA and xB) were well received by customers who were not interested in conventional entry-level vehicles.
The tC was well received as well, with strong sales. Toyota revealed on February 3, 2016, that the Scion brand would be phased out after the 2016 model year, claiming that the firm no longer needed a specific marque to reach younger audiences. For the 2017 model year, the FR-S, iA, and iM models were merged into the Toyota marque as the Toyota 86, Toyota Yaris iA, and Toyota Corolla iM, respectively, with the tC being discontinued. After being revealed as a Scion, the then-upcoming C-HR was also moved to the Toyota brand. Scion models were offered and serviced at Toyota dealerships, so the transition was not intended to affect service offerings.
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Bear the following in mind when looking for Scion used parts. Be certain that all used car parts you buy are compatible with your vehicle. As a consequence, generate an OEM or VIN number (vehicle identification number). Look for a snap of a used car on the seller's website or in a junkyard. Please include your yard and zip code so that we can arrange your used car's delivery costs with your courier. The items you purchase come with a warranty. They may have been tampered with or gone missing during delivery; don't worry, we'll refund or patch you up.
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