As reported by Automotive News, Toyota Motor Co. plans to extend its Scion youth-oriented brand to global markets.
Being a subbrand of Toyota in the US targeted at the younger buyers, Scion spread to Canada in 2010, and at the moment, Toyota executives consider spreading the brand to other countries of the world, especially Asia and the Middle East.
Analysts say that spreading the brand further might be complicated for Toyota. Even in the US, Scion is sold only through Toyota dealers it's not a stand-alone brand. Another reason for hesitations is the model range. After Scion adds the iQ microcar and the FR-S sports car, the range will grow from three to five models, which is insufficient for a brand that plans to spread worldwide. In addition, some of the Scion models are rebadged as Toyotas outside the United States, e.g., the Scion xB is sold as Toyota in Japan, and the Scion xD is the Toyota Urban Cruiser in Europe. Around 70 percent of Scion buyers are new to any Toyota brand, and their average age is the youngest of any U.S. auto brand. As Scion boss Jack Hollis mentioned at an introduction of the Scion iQ in Detroit, The lack of youths buying cars is not a U.S. problem; it's a global problem. A lot of distributors are interested in Scion. We are experimenting around the globe.