When Scion was originally launched, their models were targeted at young buyers who wouldn't have considered buying a Toyota. Fast forward a decade and the lines between the two brands is becoming blurred.

When Scion was originally launched, their models were targeted at young buyers who wouldn't have considered buying a Toyota. Fast forward a decade and the lines between the two brands is becoming blurred as most new Scions - such as the FR-S and iQ - are nothing more than rebadged Toyotas.

While executives deny that the brand is relaunching itself as a mainstream company, the distinctiveness that set Scion apart is quickly disappearing. Instead, the company is focusing on what aging consumers want: fuel efficiency, equipment and straight-forward pricing.

Interestingly, one of the brand's most distinctive models - the xB - faces an uncertain future. Speaking with Automotive News, Scion Vice President Jack Hollis commented "The first generation, we needed the box. The second generation, we still liked the box but we started looking for things that would stand out like the box. No one is saying [the next one] has to be a box."

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