Scion is a United States-only division of Toyota Motor Corporation founded in 2003. It is also a brand of Toyota Motor Sales, U.S.A., Inc.. It currently has three models: the xA and xB (both rebadged Japanese market cars, named ist and bB, respectively) and the tC (a new design based on the European-market Toyota Avensis). Scion's long-term goal is to appeal to Generation Y consumers, expected to dwarf the market size of Generation X by 2020.

Scion uses sales tools such as Pure Price, innovative Internet advertisements, and monospec trim levels with a wide selection of aftermarket accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion badge.

Pure Price means the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership, is the price customers will pay. This includes vehicles, accessories, finance and insurance products. Pure price is designed to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be open and consistent. The concept is not new to the American market, having been introduced in the early 1990s by the Saturn marque of General Motors.

Scion aims their Internet advertising at the 10 to 15 percent of Generation Y who are on the cutting edge. These consumers have been exposed to tremendous amounts of advertising, and are jaded to traditional marketing hype. The Scion Promise of "Openness, Flexibility, and Personalization" appeals to these leaders. At the same time, older buyers also find the Scion to be an attractive purchase, because being an offshoot of Toyota assures Scion's value, quality, durability, and reliability (Scion means "Son of Toyota").

Scion's sales approach thus differs greatly from that of the larger Toyota entity. In the United States, for instance, the Toyota Camry offers several trim levels: the standard sedan (for budget-conscious drivers), the LE (popularly equipped), SE (for sporty drivers), and XLE (for luxury-minded drivers). In contrast, all Scions have one standard trim level and are designed to be uniquely customized for the driver. The only options available when ordering a Scion are model, color, transmission, and optional Side-Curtain Airbags.

Scion offers about 40 different accessories; other after-market companies are adding new accessories, as well. For example, one can add a subwoofer, different types of decals, canvas roofs, and other accessories. The tC now offers an optional supercharger to increase power from 160 to 200 hp (120 to 150 kW). All accesories are sold individually, and do not require special packages. However some options, such as Ground Effects, do prevent other accesories (such as mud flaps) from being installed.