Scion

Scion launched in 2003 from Toyota’s West Coast lab in Torrance, California. The brand was built to lure younger buyers into a purified “pure price” buying experience. Early hits included the boxy xA and xB, rolling out in California in June 2003 before sweeping dealerships nationwide by February 2004. Scion’s Release Series of limited-edition models and single-trim offerings rewrote sales playbooks. The marque stirred culture with guerrilla marketing, bold colors and viral campaigns that peaked at 173,034 sales in 2006. Scion cars carried names that spoke to a new generation of drivers. By August 2016, Toyota folded Scion back into its main lineup, rebadging models as the Toyota 86, Yaris iA and Corolla iM. Its DNA lives on in Toyota’s youth-focused designs and customization options.