>So you have to create a new brand to cater to the persona you're targeting [4] [5]. Toyota tried to do that with Scion, it turned out to be a bad business mov

>So you have to create a new brand to cater to the persona you're targeting [4] [5]. Toyota tried to do that with Scion, it turned out to be a bad business move. Toyota had a brand-relationship with the idea of quality and value, whereas most people related Scion to the Korean groups Kia and Hyundai, which at the time only had very low-quality offerings in the United States. People didn't realize they were just rebranded Toyota. The resale suffered greatly compared to the mother company and after the gimmick of pseudo-Kei cars floundered in the west entirely they decided to just re-merge all of the vehicles back under the Toyota marque. My point being : certain sacrifices are made when a "hep to younger generations' rebrand occurs. For Toyota it was their brand awareness w.r.t. quality and value, and Scion couldn't hold its' own weight with just gimmicky offerings.