Scion was a marque of Toyota that debuted in 2003 and was available only in the United States and Canada. The marque was intended to appeal to younger customers, the Scion brand emphasized inexpensive, stylish, and distinctive sport compact vehicles, and used a simplified "pure price" sales concept that eschewed traditional trim levels and dealer haggling; each vehicle was offered in a single trim with a non-negotiable base price, while a range of dealer-installed options was offered to buyers for personalizing their vehicles. The Scion name, meaning the descendant of a family or heir, refers both to the brand's cars and their owners. In an effort to target millennials, Scion primarily relied on guerrilla and viral marketing techniques.

Toyota Motor Corporation is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and incorporated on August 28, 1937. Toyota is the largest automobile manufacturer in the world, producing about 10 million vehicles per year.