In a surprising move, automotive giant Toyota has officially revived its discontinued Scion brand, a full decade after it was axed. The resurrection was announced not with a conventional car, but with a radical new concept vehicle signalling a dramatic shift in direction.
From Discontinued Brand to Mobility Laboratory
The Scion 01 Concept, a rugged off-road vehicle, was unveiled at the SEMA show as the first tangible sign of the brand's return. According to Don Federico, the chief engineer behind the concept, this marks a return to Scion's original purpose. He described the revival as "an opportunity for mobility" and a chance to get "back to the roots of Scion, which was supposed to be this test laboratory."
Federico made it clear that this is not a nostalgic exercise. He confirmed there would be no return of classic Scion road cars like the tC, stating such models would now be badged as Toyotas. Instead, the future Scion will serve as an experimental platform for Toyota's broader ambitions.
A New Vision for a 'Mobility Company'
The revival is directly linked to the vision of Toyota Chairman Akio Toyoda, who has famously stated the company is transitioning into a "mobility company." Federico explained that the Scion brand is now perfectly positioned to carry this vision forward, introducing a range of products that are explicitly "not traditional vehicles."
He hinted at a diverse future portfolio, stating we will see several different products from Scion, including "things that aren't vehicles." While the initial concept is an off-roader, future projects will not be limited to this category, and some concepts may well progress to production.
What This Means for the Iconic Brand
Scion originally gained a cult following for its bold, vibrant colours and unique, often quirky designs aimed at younger buyers. Its return last month, with the wild Scion 01 concept, initially left industry watchers uncertain if it was a one-off showpiece or a genuine brand resurgence.
Federico's recent comments have now clarified Toyota's intent. The new Scion will act as a living laboratory, testing and showcasing the company's most innovative mobility ideas. This strategic pivot suggests that while the Scion name and its spirit of experimentation are back, fans should not expect a simple reboot of its past models.
The move places Scion at the forefront of Toyota's effort to redefine itself beyond traditional car manufacturing, potentially previewing a new generation of transport solutions for the UK and global markets.
