Toyota’s youth-focused Scion brand has been doing so well that the label is planning to scale back its output in an effort to remain popular. Scion is on track to beat its forecasted sales of 150,000 cars by an additional 25,000 units for 2006, but will limit its output as part of its marketing strategy to keep the brand special.

One of the key requirements of youth oriented products is the need to be different, or as Scion salesperson Lyly Lao puts it, “it's important for Scion to not put too many cars out there, or they will be everywhere.” Toyota U.S. President Jim Press focused on maintaining a small lineup and that adding a fourth vehicle was not an option.

Scion is also likely to retire the xA hatchback and the current generation xB wagon, which is expected to be replaced by an all new model next year. Scion has also cut back on its television advertising and is planning to focus more on experiential marketing.