Toyota Wants to Bring Back Scion
Toyota is expanding its empire by broadening its brand portfolio. This fall, the automaker transformed its luxurious Century models from Japan into a prestige brand positioned above Lexus. More recently, the Gazoo Racing division also became a standalone car brand, with the sensational new GR GT as a flagship.
Things won't stop there, though. From what we hear, Scion—the brand aimed at a young audience that Toyota abandoned in 2016—will make a comeback as a launch pad for unconventional vehicles and mobility solutions of all kinds aimed at customers with an active lifestyle.
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At the 2025 SEMA Show in Las Vegas in early November, Toyota unveiled an intriguing side-by-side concept called Scion 01, which was powered by the same hybrid system as the Tacoma. Now, in recent days, the concept's chief engineer, Don Federico, told Road & Track magazine that “we’re bringing [Scion] back as an opportunity for mobility” and “getting back to the roots of Scion, which was supposed to be this test laboratory.”
To be clear, don't expect a next-generation tC or anything similar. More conventional cars belong to Toyota's domain. On the other hand, Federico mentioned that the Scion name wouldn't be associated exclusively with off-road products like the side-by-side shown at SEMA.
"Our chairman Akio Toyoda famously said ‘we’re becoming a mobility company,’ so you’re seeing a few mobility products here, and this is, maybe, the brand that could carry the vehicles for us. Not traditional vehicles.”
Where the Scion 01 is concerned, there’s a real chance it could go beyond the concept stage and become an actual production model. Federico says he's working hard toward that goal, encouraged by the excitement seen at SEMA, but Toyota isn't confirming anything yet.
Until more information comes out, we invite you to browse through our photo gallery at the top of the page to see more pictures of the Scion 01 concept as well as some older Scion models.
