Toyota's Scion marque is focused on small vehicles styled to appeal to younger buyers while also offering practicality and reliability. Scion vehicles are also intended to be affordable to younger buyers and are usually priced comparably to or slightly below similar Toyota models.
The genesis of the Scion brand was an attempt by Toyota to cater to younger car buyers who felt the standard Toyota model line-up was not exciting or stylish enough to consider. In addition, Toyota felt that some vehicles the company produced for the Japanese market, such as the vehicle that became the basis for the Scion xB mini-wagon, were unsuitable for sale under the Toyota brand in the United States despite the presence of a market for those vehicles.
Scion vehicles are designed with distinctive styling cues unique to the brand, exemplified by the boxy proportions of the xB or the angular bodywork of the xA hatchback and tC coupe. Extensive owner customization options including performance and cosmetic upgrades are also available directly from the factory, allowing buyers to personalize their Scions to their taste. Though Scion has not traditionally been considered a performance-focused brand by most consumers, Toyota has attempted to change that perception by selling the 200-horsepower Toyota 86 sport coupe in the United States under the Scion FR-S nameplate.