Is it the end of Scion? Brand loses sales as 2nd-generation models struggle

Posted: March 3rd, 2008
Filed under: Industry News, Saab
Is it the end of Scion? Brand loses sales as 2nd-generation models struggle

The youth is no longer buying the hip-hopness of the xB, xD or the tC. Scion sales have been dropping for the past 16 straight months even with the two new redesigned models in showrooms since August. Sales peaked in 2006 while 2007 sales fell 24.8 percent to 130,181 units.

“We seem to be having more sales peaks and valleys than previously,” said Farlon Smith, general manager of Beechmont Toyota-Scion in Cincinnati.

Scion used to easily move 15,000 to 20,000 units per month, but January sales were a depressing 7,782.

Scion originally had 856 dealers in January of 2005, but as sales increased, so did the number of dealers. In January 2006, Scion sold more than 10,000 units with about 60 fewer dealers than it has now.

Toyota insiders have begun questioning whether the brand was built to last as sales per dealer decline faster than the overall volume.

 

Source: Automotive News (Subscription Required)

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3 Responses to “Is it the end of Scion? Brand loses sales as 2nd-generation models struggle”

  1. Shai Says:

    March 3rd, 2008 at 11:28 am
    Visit Shai

    The TC should do well since Toyota does not have a coupe Corrolla or anything like … the other vehicles, however, should sell poorly based upon looks alone.

    I am sure Toyota will pump the necessary $$$ into this so that it does not fail.

  2. mike Says:

    March 3rd, 2008 at 12:56 pm
    Visit mike

    It might have been useful if you had also posted that Scion xB sales were up 12% in December 2007 over December 2006, and sales were up 17.2% in January, 2008 over January, 2007. So don’t quite count it out yet.

  3. Curtis Desilets Says:

    March 3rd, 2008 at 3:39 pm
    Visit Curtis Desilets

    Those figures are probably not accurate in Southern California. I own a ‘08 xB and my wife has an ‘05 xA.
    The xA’s arte holding their values here extremely well, due to their ease of parking and great gas mileage. The 2nd generation xB’s are all over Sothern California. They must be selling well here. The xD is having sales problems, I’m sure.


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