Toyota to Sell Youth-Oriented Cars Under 'Scion' Name

Toyota Motor Corp. will name its third U.S. brand "Scion" as part of a plan to build and sell inexpensive vehicles to appeal to young buyers.

Japan's biggest automaker filed for the trademark earlier this month, according to the U.S. Patent and Trademark Office. The name was first reported in a newsletter by AutoHorizon, a Massapequa Park, New York-based industry consultancy

Toyota has said it is developing a new strategy to attract young buyers to maintain sales as its main customers age. The average Camry sedan buyer is about 50 years old while Corolla small-car customers average 44.

Details of the Scion plan will be discussed at the New York International Auto Show in late March, along with some concept vehicles, spokesman John Hanson said.