Andrew Gilleland was a field operations manager at Scion when it was hatched in 2003, working with dealers to help get the youth-oriented brand off the ground.
Now, with a pair of long-awaited new products heading to dealers, Gilleland is back at Scion as head of the brand, charged with getting those new vehicles off dealers' lots and into the hands of young customers.
And he's the first to recognize that it won't be the same Scion he left in 2005 for stints at Lexus and Toyota.
Before implementing any "unique" changes, Gilleland said, he'll need to take time to learn about what has changed at Scion since he left a decade ago, from the positioning of the brand to the expectations of its tech-savvy customer base.
"We've got to figure out what customers want today," he told Automotive News.
Gilleland, who was named vice president of Scion, succeeds Doug Murtha, 49, who will head corporate strategy and planning at Toyota North America.
Gilleland commended Murtha for his role in developing the new vehicles and said he's clear on his mission.
"My job is the operational piece," Gilleland said. "It's to take the job [Murtha] has done, figure out where the opportunities are and move forward."
Gilleland will also oversee Scion's efforts to expand its Pure Process Plus program, which enables customers to handle much of the purchase process online.
Scion's new iM hatchback and iA sedan began arriving in showrooms earlier this month.
They join the xB hatchback, tC sports coupe and FR-S sports car in Scion's lineup.
The new vehicles represent an important infusion for Scion, whose sales have been waning.
Scion's August U.S. sales declined 37 percent to 3,895 units. For the year, sales are down 22 percent to 32,691 vehicles.