Scion is back, but not as you know it. Toyota’s newer, cooler US sub-brand was introduced in 2003 and offered cars like the boxy xB and the tC coupé, and was instrumental in bringing younger buyers into the fold. But despite also selling the 86-based FR-S, it slowly became irrelevant as the main marque itself became stronger, and it was discontinued in 2016.
Ten years later, Toyota is putting Scion (technically Scion by Toyota) back on the market, and its approach may be even bolder than its original vision – a “freedom lab” to bring new ideas into fruition. To that end, the world’s largest carmaker is doing something no other Japanese brand has done before: bring a brand-new kei car to North America.
