At the turn of the millennium, Toyota had a problem. Young buyers weren’t exactly lining up for beige Camrys and sensible Corollas—they wanted personality, customization, and something that didn’t scream PTA meeting. So in 2003, Toyota launched Scion, a brand built specifically to lure millennials into showrooms. It had funky styling, no-haggle pricing, and marketing that felt more music festival than motor show. But somehow, it still didn’t last.