Outgoing Scion is Fastest Growing Brand in February
At the beginning of February, auto giant Toyota announced that, come August 2016, youth-oriented brand Scion would end its 13-year run, and the majority of its lineup would transfer over to Toyota. With sales declining on a monthly basis for the past 10 or so years, it wasn’t that big of a surprise to learn of Toyota’s decision. But if last month’s sales figures are any indicator, consumers are snapping up Scion models while they still can, making us wonder if Toyota might have a change of heart (unlikely).
According to Daily News Autos, Scion experienced a year-over-year sales increase of 52.2% when compared with February 2015, making it the fastest-growing car brand for the month. Additionally, Scion’s two-month sales total jumped 45% over the previous year. So what’s going on?
The new Scion iA and iM account for the majority of Scion’s February success. The two models didn’t exist last February, but were the brand’s top sellers this February. Comparatively, longer-running models like the tC and xB sold just 917 and 787 units respectively, compared to 1,377 and 1,469 last Feb. Even the FR-S, which is the third model besides the iA and iM scheduled to move to Toyota, sold just 554 units this February, compared to 806 last February.
So, while year-over-year sales figures are impressive when you hear them expressed as percentages, Scion’s 5,882 total February sales actually isn’t that high.
Scion’s two newest models have certainly been the biggest thing to happen to the brand in a while. The iA in particular garnered much acclaim after its release last fall, earning a Top Safety Pick+ designation from the IIHS, a Best Buy award from Consumer Guide Automotive, and the title of “Hottest New Car for 2016” from Forbes. Safety, in particular, has set the iA apart from its competition, as it’s the only vehicle in its class to offer a front crash prevention system as a standard feature.
The iA will join Toyota’s lineup this summer, possibly branded as a Yaris sedan, while the iM and FR-S will retain their current monikers.
News Source: Daily News Autos