Toyota's Shift To Becoming More Emotional Was The Final Nail In The Coffin For Scion

Toyota has made itself more appealing to youth, and today’s young car buyers have developed a taste for the brand that kids once soured on.

That’s essentially how Bill Fay, general manager of Toyota Sales U.S.A., explains why Scion is going away, 13 years after its creation as Toyota’s youth brand.

“Ten years ago, kids didn’t necessarily want to buy Toyotas as much as we wanted them to,” he says at the Chicago Auto Show.

Back then, Toyota product planners looked at buyer demographics and worried vehicles such as the Camry midsize sedan might become Toyota’s version of “my father’s Oldsmobile.”