Just like GM with Saturn a few decades before, in 2003 Toyota launched Scion, a "new kind of car company". Scion offered fixed pricing, a straightforward model lineup, and online building and financing tools. They also offered mix CD's, promotional events, and a dedicated youtube channel, things which simultaneously captured youth culture of the 2000's while also patronizing it. After 13 years and 7 models the experience was abruptly over, with Toyota slapping its own badge on whatever models were still in production at the time of Scion's demise. A decade on, we look back at the company, how it compared to Saturn, and ponder why major auto makers feel compelled to launch these niche market companies.


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