Scion Sales Hit 34 Month Low - Is It Time For Toyota To Toss In The Towel?

For the 18th consecutive month, the Scion brand’s U.S. volume declined in November 2014. The streak has reached a special low point, however, with the worst percentage decline since June and the lowest sales total since January 2012, when the iQ had only just arrived and the FR-S wasn’t yet on sale.

We’re long past expecting Scion to be capable of selling 14,400 cars a month as they did when the brand peaked in 2006. In 2012, Scion sold an average 6125 cars per month, an average which climbed to nearly 6700 monthly sales in the final seven months of that year.

But with just 3907 November 2014 sales, a 21.4% drop compared with November 2013 and a 30.3% decline compared with November 2012, the brand’s 18-month streak has tumbled to new lows.
 

scenicbyway12 - 12/4/2014 2:13:02 PM

+3 Boost

Dead brand driving.

TheSteve - 12/4/2014 2:32:44 PM

+3 Boost

Scion? Do they still exist?

800over - 12/4/2014 4:13:42 PM

+1 Boost

Scion will be around for a long time because it costs Toyota almost nothing. Rebadge here....rename there. Sell a few extra units. All without retooling anything. Release the new Toyota Auris, I mean Scion Im, sell 3k and we're good. Besides the dealers just added all these showrooms for the line...no way they are eating that. So here comes some more product. And anyway what's wrong with more options? nothing.

MDarringer - 12/4/2014 7:37:10 PM

+2 Boost

As long as it sells leftover, rebadged Toyotas and mongrels designed by Subaru, they are dead in the water.

The BMW partnership could leverage the Mini/1 Series platform for something more near-premium.

chewy - 12/4/2014 11:56:55 PM

+2 Boost

Well it's hard to sell product you don't really support. And the FR-S obviously is not the kind of product that will get you big sales. But supposedly every model should be replaced soon enough.