10 Scion Cars That Proved Toyota Knew How to Market to Millennials

In 2003, Toyota introduced Scion, a brand designed to captivate younger car buyers by offering bold designs, extensive customization options, and affordable pricing. This innovative approach aimed to resonate with millennials seeking individuality and value in their vehicle choices. (forbes.com)

1. Scion xB (First Generation)

The first-generation Scion xB, introduced in 2003, captivated younger drivers with its distinctive boxy design and spacious interior. Its unorthodox styling set it apart from conventional vehicles, making it a pop culture icon. The xB’s affordability and extensive customization options allowed owners to personalize their cars, enhancing its appeal among millennials seeking individuality. (caranddriver.com)

2. Scion tC

The Scion tC, introduced in 2004, blended sporty performance with affordability, making coupe ownership accessible to many first-time buyers. Its 2.4-liter engine delivered 160 horsepower, providing a lively driving experience. The tC’s spacious interior and standard features, including a panoramic sunroof and a Pioneer audio system, appealed to younger drivers seeking both style and practicality. Additionally, the availability of factory performance accessories, such as a TRD supercharger kit, allowed for further customization, enhancing its appeal among enthusiasts. (motortrend.com)

3. Scion xA

The Scion xA, introduced in 2004, was a compact hatchback that appealed to urban drivers seeking an affordable, reliable, and highly customizable vehicle. Its efficient 1.5-liter engine offered commendable fuel economy, making it ideal for city commuting. The xA’s spacious interior and versatile cargo space provided practicality, while its extensive list of dealer-installed options allowed owners to personalize their cars to reflect individual styles. This combination of efficiency, reliability, and customization made the xA a popular choice among younger drivers. (edmunds.com)

4. Scion FR-S

The Scion FR-S, introduced in 2012, was a rear-wheel-drive coupe developed in partnership with Subaru. It featured a 2.0-liter four-cylinder engine producing 200 horsepower, delivering an engaging driving experience. The FR-S emphasized driving dynamics with its low center of gravity and precise steering, making it a purist’s choice in its price class. Its sleek design and sporty performance appealed to enthusiasts seeking a balance between affordability and excitement. (cars.usnews.com)

5. Scion xD

The Scion xD, introduced in 2008, was a subcompact hatchback that combined quirky styling with practicality, appealing to those seeking individuality and value. Its 1.8-liter engine delivered 128 horsepower, offering a balance of performance and fuel efficiency. The xD’s spacious interior and versatile cargo space made it suitable for urban living. With a wide range of customization options, owners could personalize their vehicles to reflect their unique tastes. This blend of style, practicality, and customization made the xD a popular choice among younger drivers. (kbb.com)

6. Scion iQ

The Scion iQ, introduced in 2011, was an ultra-compact hatchback designed for urban environments. Its innovative “3+1” seating arrangement allowed for three adults and one child or small package, maximizing space within its 120-inch length. The iQ’s compact dimensions and tight turning radius made it ideal for navigating congested city streets and fitting into small parking spaces. Despite its size, it offered standard features like a six-speaker audio system and advanced safety features, including 10 airbags. (autoblog.com)

7. Scion iM

The Scion iM, introduced in 2016, was a versatile hatchback that combined mature styling with practical features, appealing to both college students and young professionals. Powered by a 137-horsepower 1.8-liter four-cylinder engine, it offered a choice between a six-speed manual transmission and a continuously variable transmission (CVT). Standard features included a 7-inch touchscreen audio system, Bluetooth connectivity, and a rearview camera. With its spacious interior and commendable fuel efficiency, the iM provided a balanced option for those seeking style and functionality. (consumerreports.org)

8. Scion iA

The Scion iA, introduced in 2015, was a subcompact sedan that combined driver engagement with value and fuel efficiency. (motortrend.com) Developed in partnership with Mazda, it was based on the Mazda2 sedan and featured a 1.5-liter four-cylinder engine producing 106 horsepower. (motortrend.com) The iA offered a six-speed manual transmission, with an automatic option, and achieved impressive fuel economy ratings of 31 mpg city and 41 mpg highway. (motortrend.com) Its sporty handling and affordability made it an appealing choice for those seeking an engaging yet economical vehicle. (motortrend.com)

9. Scion Release Series Editions

Scion’s Release Series Editions were limited-run variants across various models, featuring exclusive paint colors and unique accessories that allowed owners to make a personal statement. For instance, the 2005 xB Release Series 1.0 was available in Hot Lava Orange and included a color-keyed rear spoiler, matching orange powder-coated strut tie-bar, custom grille, and color-tuned interior with under-seat and dash orange illumination. (en.wikipedia.org) Similarly, the 2014 tC Release Series 9.0 featured a unique black and magma exterior, an aero kit designed by Cartel Customs, a center exhaust, a Smart Key with Push Button Start featuring the “Cartel Logo,” and orange front seat belts. (pressroom.toyota.com) These editions not only enhanced the vehicles’ aesthetics but also provided a sense of exclusivity and individuality to their owners.

10. Scion C-HR Concept

The Scion C-HR Concept, unveiled at the 2015 Los Angeles Auto Show, showcased a bold crossover design that resonated with young urban creatives. Its diamond-inspired styling, featuring sharp angles and a faceted cabin, emphasized a dynamic and modern aesthetic. Built on Toyota’s New Global Architecture (TNGA) platform, the concept aimed to deliver responsive handling and improved ride comfort. This design direction laid the foundation for the production Toyota C-HR, which debuted in 2016, blending distinctive styling with urban functionality. (pressroom.toyota.com)

A Legacy of Innovation and Influence

Scion’s innovative approach to automotive marketing and product design significantly influenced Toyota’s strategies. By offering customizable vehicles with transparent pricing, Scion attracted a younger demographic, with 70% of buyers new to Toyota and 50% under 35 years old. (pressroom.toyota.com) This success led Toyota to integrate Scion’s philosophies, such as personalization and direct engagement, into its broader brand, resulting in models like the Toyota 86 and Corolla iM, which embody Scion’s youthful spirit and customization options. (cars.truckstrend.com)

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