After years of study, Toyota Motor Corp. introduced Scion, a brand aimed at attracting younger buyers, with a concept, the boxy bbX crossover, at the New York auto show on March 27, 2002.
Scion aimed to offer distinctively designed smaller vehicles and a unique purchase and ownership experience to draw younger generations of shoppers who wanted something different than what their parents drove.
Jim Press, then COO of Toyota Motor Sales U.S.A., called the launch of Scion at the 2002 New York auto show a “classroom for us.”
“We’re listening,” Press said at the time. “Are we going to make mistakes? You bet we are.”
Scion sales started in 2003 in California with the uniquely styled xB and xA compact hatchback. Scion went national in 2004 as part of the launch of the tC coupe, which eventually became the brand’s top seller.
U.S. sales peaked at 173,034 in 2006.
In its early years, 75 percent of Scion owners were new to Toyota. The median age of a Scion driver averaged 11 years younger than the industry average.
The New York auto show was also the venue to first unwrap influential Scion concepts such as the t2B, Fuse and FR-S, as well as production versions of the tC and iQ.
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