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having to many cars under a single brand is also bad for business. A strategy to offset lost revenues and to avoid logistical fees is by splitting the company into sub-brands. So the company calls up the marketing department to make it work, marketing department makes up a proposal to the host company and says "HAY LETS MAKE A name THAT CATERS TO YOUTH!! OMGBBQ!!". Fast foward a few years...
Scion is now a North American Brand, that has its sights on the the american market. Here is the conflict, they are a trying to sell a name to an AMERICAN, as an AMERICAN culture car parent by Toyota, with none of the culture and finesse of Japan. Its like trying to sell a BMW built by Koreans.
Heres the problem with the Scion Branding;
1. Scions Target fleet is priced at a rough low income ($20kUSD) = Will reflect build quality of the entire car as a whole.
2. Scions Target consumer audience is youth = Higher insurance premium + Sports Car Premium (Bracket above sport compact). Will suck for buyers under 25 years old.
3. Scion is synonymous with current youthful culture = will suck for buyers over the age of 30 years old.
4. Scion FR-S, a north american design by 5-Axis vs FT86 a Japan/European design will have design variations and not be uniform on the global market = Tuners will likely outsource foreign OEM parts (shipping costs and another quest for overnight parts from Japan)
5. Scion already on shaky ground with very low sales, this could be good and bad. When and If scion crashes, any Scion FR-S will become hot commodity, and mint condition FR-S in 50 years will have a very high price / value. Bad for Toyota N/As future in bringing any other sports cars states side.
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