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ScionScion is a US-only division of Toyota founded in 2003. 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). In Europe, the Scion xA is badged as the Yaris, and is one of Toyota's top-selling vehicles on that continent. 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 ads, 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 '90s 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]").
In the United States, 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 designed to be uniquely customized for the driver.
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 will offer an optional supercharger to increase its horsepower from 160 to approximately 200 hp.
Scion's first two cars, while unusual for American roads, have been received well among consumers tired of "vanilla" entry level vehicles. An episode of MTV's Pimp My Ride featured the Scion xB. The tC has been very well received and sells briskly.
When Toyota realized early in the 21st century that it was losing market share in the younger demographic, the company took a chance and decided to spin off a new brand, called Scion. The first Scions, the xA and xB models, were introduced for the 2004 model year and both were immediate hits, snapped up by 20- (and 30-) somethings looking for high quality, fun and affordable wheels. The boxy yet funky styling of the Scions provided a lot of passenger and cargo room for the cars' small footprints, making them ideal choices for campus and urban residents alike. No-haggle pricing, a simple and well-equipped model lineup and a variety of dealer-added options (including even neon cupholder lighting) combine to make the purchase of a Scion an enjoyable, not dreadful experience.
'Scion' means descendant of, and shows Scion's clear heritage and connection to Toyota Motor Sales, USA, Inc. The pronunciation is 'cy-on'; like 'Sci' in Science with 'on' at the end; 'sigh' with 'on'. The word scion derives from Old French cion, of Germanic origin.
SCION is an ongoing project of refinement. Everything we touch we imbue with independent and free thought. What you have come to know us as and what you will remember us by is a product of this process. It's a 'remix' of sorts, which takes elements from the world around us that we can commonly identify with to give you the freedom to express your own individuality.
This is not much different than how you as an independent and free thinker would approach your own life. This is in fact how each one of us here pursues our lives. And this is how we're going to continue to grow as a collective.
Mission Statement
To satisfy a trend setting youthful buyer through distinctive products and an innovative, consumer-driven process.
The 2004 xA and xB are both manufactured at the Toyota Takaoka plant located in Japan.
The 2005 tC is manufactured at the Toyota Tsutsumi plant in Japan.
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