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Scion was a sub-brand of Toyota that was established in 2003 and catered to the US and Canadian markets. It would remain in business until 2016 when the division was dissolved by Toyota. The brand had a few points around which its efforts centred. First, it aimed to appeal to the new generation of millennials. To do this, it marketed and presented its cars as sporty and compact vehicles. Second, it issued no-bargain prices. This meant that buyers could only purchase Scion cars at the price issued by Scion, rather than by bargaining with sellers. The brand was headquartered in California.

One of the first cars introduced by Scion was the Scion xA. This was a hatchback produced from 2004 until 2006. The model achieved an average of about 28,000 sales per year during production. It was succeeded by the xD in 2007 which was introduced by Scion at the Chicago Auto Show. Though featuring a sleeker design and more modern features, the car was not able to achieve the same level of sales as its predecessor. It would remain in production for seven years until 2014 when it was replaced by the Scion C-HR, a crossover SUV. The car proved to be popular with consumers and is still produced under the Toyota brand. In the last year, it reached about 130,000 units in sales in Europe alone.

Following the 2008 US financial crisis, Scion’s sales suffered. In 2010, it sold less than 50,000 vehicles. This prompted Scion and its parent company, Toyota, to spur into action in an attempt to rejuvenate the brand. However, the attempts would not be enough to revive the brand. Nevertheless, towards the final years of the brand, two important models were introduced: the two-door iQ and the sports car FR-S. Both cars would later be produced under the Toyota brand, with FR-S being renamed to Toyota 86. Finally, in 2016, Toyota was compelled to shut down its Scion division altogether.