Toyota came to the conclusion that it needed a brand that would appeal to younger customers on the American market. This was the mission Scion had when it was created in 2003.
The lineup of the new brand consisted mainly of compact sports cars and smaller, cheaper city automobiles. These were in fact rebadged Toyota models, some of them not intended initially for the North American market, but slightly adapted to meet their new role as young customer magnets. After a few years as a USA exclusive brand, Scion expanded into Canada, in 2010.
Sales were good in the beginning, with 170.000 units finding customers in 2006.
After the financial crisis, the brand's sales suffered despite the continuous expansion of the lineup, so Toyota decided to discontinue the brand in August 2016. The remaining Scion models imported in the US and Canada were rebadged as Toyotas.