After a ten-year hiatus, Toyota has officially brought back its distinctive Scion brand — but not in the way fans once knew it. The automaker unveiled the Scion 01 Concept at the recent SEMA show, signaling a fresh direction that focuses on innovative mobility solutions rather than conventional cars.
Don Federico, the chief engineer behind the Scion 01 Concept, shared that this revival is all about returning to Scion’s origins as a testing ground for bold ideas. Rather than traditional road cars, the new Scion lineup will explore a variety of mobility products, some of which won’t even be vehicles in the traditional sense.
“Our chairman, Akio Toyoda, has emphasized that Toyota is evolving into a mobility company,” Federico explained. “Scion is uniquely positioned to lead this charge with products that challenge conventional definitions of vehicles.”
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Fans of the original Scion brand will remember its signature vibrant colors and quirky designs. While there won’t be a direct revival of classic models like the tC under the Scion name — such vehicles would now carry the Toyota badge — Toyota plans to push forward with innovative off-road concepts and other mobility products under the Scion banner.
The Scion 01, showcased last month, made waves with its adventurous off-road design and highlighted the brand’s renewed commitment to innovation. As Toyota embraces the future of mobility, Scion is set to become a platform for exploring new transportation frontiers, reflecting a shift toward flexible, diverse mobility solutions beyond the traditional automobile.