The Scion brand, a Toyota creation for the North American market, has been struggling in recent years, with lackluster sales and an ageing model lineup. Now, in the face of front-wheel drive, premium cars from Europe, officials are mulling a rethink of the entire brand, which may move upmarket and fight vehicles like Mercedes' CLA, or the Audi A3.
It seems that there is also quite a bit of pressure involved, as Jim Lentz, CEO of Toyota North America stated to Autonews: "Everybody is looking at what direction Scion should go [...] We have to take a real hard look at what the future of the industry looks like strategically, and where we want Scion to play."
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