Scion has had a meteoric rise since it debuted in the U.S. a few years ago. With only three models for sale, the Toyota-owned brand will beat its projected goal of 150,000 cars sold in 2006. Most automakers would look at that success, drool and ramp up production. Not Scion.
The company says it will stem production next year to stay under that 150,000 mark. Why? Officials want the brand to have an exclusive feel, and think the less people see on the road the more buyers will want them.
Of course, this could all just be a ploy for the press, as two models — the xA and xB — will be retired in the spring and replaced with two new models. Any gaps in those moves could limit sales as well. Either way, Scion sure seems to care more about street cred than any other brand on the market.
[A Way Cool Strategy: Toyota's Scion Plans to Sell Fewer Cars, The Wall Street Journal]