Scion Seeks Reinvention as the Lineup Continues to Age

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For many young, first-time car buyers, choices for a long time involved used vehicles or cheap economy cars which don’t really instill the sort of excitement that many hope to achieve from their new vehicle. Toyota (NYSE:TM) saw this issue and decided to address it by creating the Scion sub-brand, aimed mainly at young buyers looking for something simple, but also with a touch of personality.

The success of the Scion brand has had its ups and downs, but recently, with the exception of one or two cars, it’s fallen a bit behind the times as Toyota focuses most of its attention on its core brand in a heated competitive atmosphere. With the new Camry revealed and a new Prius in the wings, Toyota has now turned its attention back to its baby brand, and starting next year, Scion will have three more family members, according to Doug Murtha, vice president of Scion sales.

On the sidelines of the New York Auto Show, Murtha said that Scion’s lineup will remain at around five different vehicles, though he declined to mention which would be cut out.

“Beginning in November in Los Angeles, we’re going to show the first of three new products that will come to market within a 24-month period,” Bloomberg quoted Murtha as saying. “Beyond that, there are no real specifics on what’s going to sunset and what’s going to stick around.”

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