Toyota Officially Announces the Revival of the Scion Brand, Discontinued in 2016

Toyota has officially confirmed that it is bringing back the Scion brand, nearly a decade after it was shut down in 2016. This time, however, the reborn marque will look very different from its original incarnation.

Rather than focusing on conventional passenger cars, the new Scion will serve as a platform for experimenting with future mobility concepts. According to project chief engineer Don Federico, the revived brand is intended to function as a kind of “innovation lab” for Toyota, allowing the company to explore bold ideas outside the constraints of its core lineup.

The first signal of Scion’s return came in November with the debut of the Scion 01 concept. The rugged vehicle points to the brand’s new direction, emphasizing active lifestyles and unconventional transportation solutions. Under the skin, the concept borrows its architecture from the Toyota Tacoma and features a hybrid powertrain built around a turbocharged four-cylinder engine.

Toyota executives say the Scion revival aligns closely with Chairman Akio Toyoda’s long-term vision of transforming Toyota into a global mobility company rather than a traditional automaker. Scion, they note, will be tasked with developing products that go beyond the classic definition of a car. At the same time, longtime fans shouldn’t expect a comeback of models like the tC coupe—engineers have made it clear that vehicles of that type will remain part of the main Toyota brand.

Under the new strategy, Scion will be used to test daring designs and emerging technologies that could later find their way into mainstream production. After real-world trials, the brand is expected to introduce a range of products tailored to modern users who value versatility, experimentation, and the freedom to go beyond paved roads.