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Scion (car)
Encyclopedia
Scion is a brand
of vehicles produced by Toyota Motor Corporation for the North American
market. Founded in 2002, Scion's long-term goal is to appeal to Generation Y consumers. The first Scion models, the xA
hatchback and xB
wagon, went on sale in California
in 2003, followed by a sports coupe, the tC
, and a nationwide U.S. launch in 2004. A successor to the xA, the xD
, premiered in 2008, and the Scion marque expanded to Canada
in 2010. The Scion lineup uses a one-trim, simplified purchase process, and the marque has relied upon guerrilla
and viral marketing
techniques. The Scion name, meaning the descendant of a family or heir, refers both to the brand's cars and their owners.
, an effort to bring younger buyers to the Toyota marque in the United States. This project aimed to create a "marque within a marque" in sales and advertising strategy for compact and coupe models sold by Toyota. The effort, which included the introduction of the Toyota Echo economy car, along with late generation Toyota MR-2 and Toyota Celica
models, was judged unsuccessful and cancelled in 2001. In response, Toyota chose to launch a separate marque, an effort called Project Exodus. A Los Angeles based digital design company, Fresh Machine (led by Wyndham Chow and Richard Bolton), was retained by Toyota to develop the brand, logo and launch website. This project became known as Scion.
Scion was first introduced in March 2002, at the New York Auto Show. There were just two concept vehicles, the bbX (which became the xB), and the ccX (which became the tC). The 2004 xA
and xB
were unveiled at the Greater Los Angeles Auto Show on January 2, 2003. They were available only in 105 Toyota dealerships in California at their initial launch on June 6, 2003. The subsequent rollout of the brand to the South, the Southeast, and the East Coast occurred in February 2004. Scion vehicles were available nationwide in June 2004, coinciding with the release of the 2005 tC
. On December 16, 2006, Scion unveiled the next-generation xB
, based on the t2B concept, and the new xD
, successor of the xA, at an invitation-only, no-camera event in Miami. Both cars were then publicly unveiled on February 8, 2007 at the 2007 Chicago Auto Show.
Scion stems from Toyota's well publicized use of "Value Innovation", a series of articles in Harvard Business Review
later encapsulated in the book Blue Ocean Strategy
. Key factors of Toyota's strategy canvas were never published but include "Price," "Factor Options," "Performance driving metrics," "Confidence in buying," "21st Century Radio."
Toyota Canada Inc.
announced that the Scion brand will be available in September 2010 at 45 selected dealers starting in Toronto
, Montreal
, and Vancouver
, followed by other cities. Launch models include tC, xD, xB. The Toyota iQ
shown in Tokyo will be sold in Canada as a Scion model, starting in 2011 as a 2012 model. The first new Scions were shown in Canada
at the 2009 Montreal International Auto Show
. Toyota has also duplicated their efforts to achieve the same objective in their home market in Japan, renaming its Toyota Vista Store retail dealership sales channels as "Netz Store" in 2004, with all Scion vehicles branded as Toyotas, and exclusive to Netz locations. According to Toyota, "Netz" is an acronym that means "N etwork of E nergetic T eams for Z enith".
Scion currently has three models: the second-generation tC
, a 3-door liftback based on the Europe
an-marketed Toyota Avensis
sedan; the second-generation xB
, a 5-door box-shaped compact wagon sold as the Toyota Corolla Rumion in the Japanese market; and the xD
, a 5 door-subcompact car that is sold in Japan as the second generation Toyota ist
, which is based on the Yaris
platform with the tenth-generation Corolla's engine. The iQ
, which is sold in Japan as the Toyota iQ, is expected to go on sale in the U.S. in early 2011.
with a wide selection of factory and TRD accessories. Extensive market research
and testing with Generation Y consumers formed the basis of the Scion badge.
"Pure Price" means that 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 to all customers. The concept is not new to the American market, having been introduced in the early 1990s by the Geo
and Saturn marques of General Motors
.
Scion's sales approach thus differs greatly from that of the larger Toyota entity. In the United States, for instance, the Toyota Camry
offers several trim levels: the Camry grade CE "Classic Edition" (for budget-conscious drivers), LE "Luxury Edition" (popularly equipped), SE "Special Edition" (for sporty drivers), and XLE "Extra Luxury Edition" (for luxury-minded drivers). In contrast, all Scions have one standard trim level (monospec) and are designed to be uniquely customized for the driver.
as well as different types of decal
s. The tC had offered an optional supercharger
to increase power from 161 to 200 hp (120 to 150 kW), but this option was since discontinued in 2007. All accessories are sold individually, and do not require special packages. However, some options, such as Ground Effects, do prevent other accessories (such as mud flaps) from being installed.
Companies that participate in the Optimize Scion program include GReddy
, OBX, RÄZO
, a few car detailing companies, and others.
bounds dealerships against market-demand vehicle mark-up. Naturally, resale values of Release Series vehicles command a premium because of their packaged options and scarcity.
2004
2005
2006
2007
2008
2009
2010
2011
2012
Scion's first two cars (the xA and xB), while unusual for American roads, have been well received among consumers not interested in standard entry-level vehicles. The tC was also well received with brisk sales. The best selling year of the marque since introduction is 2006 with 173,000 vehicles sold. But sales slid since then to 57,961 vehicles in 2009.
, using posters and ads in movie theaters and TV to direct consumers to the sites, want2bsquare.org, want2bsquare.tv, and want2bsquare.info. Scion's marketing endeavors extended to sponsorships, such as that of VBS.tv's show, Thumbs Up!, which features David Choe
hitchhiking across the United States. Scion sponsored two commercials featuring Concours race car driver Matt Verbin during the Castle Hill Concours d'Elegance, which show him racing a custom painted yellow and orange xB on Cambridge streets. Scion also teamed with Gaia Online, providing the xB,xD, and tC as a choice for user cars, as well as other things across the site.
Scion also uses smaller, regional viral campaigns to reach niche demographics. Online campaigns like http://www.scionxpressionism.com allow the user to modify and design his own Scion with graphics, decals, and aftermarket car parts. Online advertising
, much of it quirky and offbeat, is part of Scion's marketing mix for both these campaigns and for the launch of new models. Scion is also currently running its own viral-marketing website Scion bB, to promote other artists and events that it sponsors. Shows like Slick's Picks go around the country interviewing artists, stores, and events; and puts short videos on the site. Scion Radio 17 is an internet-radio initiative that features 17 non-mainstream channels, ranging from rock and hip hop to electro and soul.
In August 2008, Scion released its newest ad campaign, "United by Individuality", featuring over 300 Scion owners' vehicles in various magazine articles, commercials, and billboards. The latest commercial video shows a convoy of Scions parading through the desert in Boulder City, Nevada. These videos and ads can be seen on Scion's website at scion.com/scionunited.
In February 2009 Scion founded a monthly podcast called the "Scion A/V Podcast" located at http://scionpodcasts.podbean.com/. The Scion A/V podcast series presents exclusive artist interviews, event coverage, and info about upcoming events & releases.
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
of vehicles produced by Toyota Motor Corporation for the North American
North American
North American generally refers to an entity, people, group, or attribute of North America, especially of the United States and Canada together.-Culture:*North American English, a collective term used to describe American English and Canadian English...
market. Founded in 2002, Scion's long-term goal is to appeal to Generation Y consumers. The first Scion models, the xA
Scion xA
Scion xA is a five-door hatchback subcompact marketed in the US from 2004-2006 — as an export model of the Japanese Domestic Market Toyota ist. Based on the first generation Toyota Vitz hatchback, the xA shared a platform with the Toyota Platz sedan....
hatchback and xB
Scion xB
The Scion xB is a vehicle made by Toyota for the United States market and sold under their youth-oriented Scion brand. It is a box-shaped, 5-door compact hatchback.-First generation :...
wagon, went on sale in California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
in 2003, followed by a sports coupe, the tC
Scion tC
The Scion tC is an automobile manufactured and sold by Scion, a division of Toyota. Introduced in the United States in June 2004 and Canada in 2010. The name tC does not fit in with its stablemates the xA, xB, and xD, because the name XC designation has already been used by Volvo for its lineup of...
, and a nationwide U.S. launch in 2004. A successor to the xA, the xD
Scion xD
The Scion xD is a five-door hatchback subcompact marketed in the US and Canada by Japanese manufacturer Toyota beginning with the 2008 model year — replacing the xA. The Scion xD and the second generation xB were first shown to the public on February 8, 2007 at the Chicago Auto Show...
, premiered in 2008, and the Scion marque expanded to Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
in 2010. The Scion lineup uses a one-trim, simplified purchase process, and the marque has relied upon guerrilla
Guerrilla marketing
Guerrilla warfare is about waging small intermittent attacks on different territories of the opponent with the aim of harassing and demoralising the opponent and eventually securing permanent footholds....
and viral marketing
Viral marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
techniques. The Scion name, meaning the descendant of a family or heir, refers both to the brand's cars and their owners.
History
In 1999, Toyota launched Project GenesisToyota Project Genesis
Project Genesis was a plan by the Toyota Motor Sales USA to attract more youthful buyers to the company's products. Widely considered by the media to be one of Toyota's worst flops, the experiment provided the foundation for Toyota's less than successful Scion marque.Launched in 1999, Project...
, an effort to bring younger buyers to the Toyota marque in the United States. This project aimed to create a "marque within a marque" in sales and advertising strategy for compact and coupe models sold by Toyota. The effort, which included the introduction of the Toyota Echo economy car, along with late generation Toyota MR-2 and Toyota Celica
Toyota Celica
The Toyota Celica name has been applied to a series of coupes made by the Japanese company Toyota. The name is ultimately derived from the Latin word coelica meaning "heavenly" or "celestial"....
models, was judged unsuccessful and cancelled in 2001. In response, Toyota chose to launch a separate marque, an effort called Project Exodus. A Los Angeles based digital design company, Fresh Machine (led by Wyndham Chow and Richard Bolton), was retained by Toyota to develop the brand, logo and launch website. This project became known as Scion.
Scion was first introduced in March 2002, at the New York Auto Show. There were just two concept vehicles, the bbX (which became the xB), and the ccX (which became the tC). The 2004 xA
Scion xA
Scion xA is a five-door hatchback subcompact marketed in the US from 2004-2006 — as an export model of the Japanese Domestic Market Toyota ist. Based on the first generation Toyota Vitz hatchback, the xA shared a platform with the Toyota Platz sedan....
and xB
Scion xB
The Scion xB is a vehicle made by Toyota for the United States market and sold under their youth-oriented Scion brand. It is a box-shaped, 5-door compact hatchback.-First generation :...
were unveiled at the Greater Los Angeles Auto Show on January 2, 2003. They were available only in 105 Toyota dealerships in California at their initial launch on June 6, 2003. The subsequent rollout of the brand to the South, the Southeast, and the East Coast occurred in February 2004. Scion vehicles were available nationwide in June 2004, coinciding with the release of the 2005 tC
Scion tC
The Scion tC is an automobile manufactured and sold by Scion, a division of Toyota. Introduced in the United States in June 2004 and Canada in 2010. The name tC does not fit in with its stablemates the xA, xB, and xD, because the name XC designation has already been used by Volvo for its lineup of...
. On December 16, 2006, Scion unveiled the next-generation xB
Scion xB
The Scion xB is a vehicle made by Toyota for the United States market and sold under their youth-oriented Scion brand. It is a box-shaped, 5-door compact hatchback.-First generation :...
, based on the t2B concept, and the new xD
Scion xD
The Scion xD is a five-door hatchback subcompact marketed in the US and Canada by Japanese manufacturer Toyota beginning with the 2008 model year — replacing the xA. The Scion xD and the second generation xB were first shown to the public on February 8, 2007 at the Chicago Auto Show...
, successor of the xA, at an invitation-only, no-camera event in Miami. Both cars were then publicly unveiled on February 8, 2007 at the 2007 Chicago Auto Show.
Harvard Business Review
Harvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
later encapsulated in the book Blue Ocean Strategy
Blue Ocean Strategy
Blue Ocean Strategy is a business strategy book first published in 2005 and written by W. Chan Kim and Renée Mauborgne of at INSEAD. The book illustrates what the authors believe is the high growth and profits an organization can generate by creating new demand in an uncontested market space, or...
. Key factors of Toyota's strategy canvas were never published but include "Price," "Factor Options," "Performance driving metrics," "Confidence in buying," "21st Century Radio."
Toyota Canada Inc.
Toyota Canada Inc.
Toyota Canada Inc. is the exclusive Canadian distributor of Toyota, Scion and Lexus cars, SUVs and trucks, and Toyota Industrial Equipment. Toyota Canada's head office is in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax...
announced that the Scion brand will be available in September 2010 at 45 selected dealers starting in Toronto
Toronto
Toronto is the provincial capital of Ontario and the largest city in Canada. It is located in Southern Ontario on the northwestern shore of Lake Ontario. A relatively modern city, Toronto's history dates back to the late-18th century, when its land was first purchased by the British monarchy from...
, Montreal
Montreal
Montreal is a city in Canada. It is the largest city in the province of Quebec, the second-largest city in Canada and the seventh largest in North America...
, and Vancouver
Vancouver
Vancouver is a coastal seaport city on the mainland of British Columbia, Canada. It is the hub of Greater Vancouver, which, with over 2.3 million residents, is the third most populous metropolitan area in the country,...
, followed by other cities. Launch models include tC, xD, xB. The Toyota iQ
Toyota iQ
The Toyota iQ is a city car introduced at the 2008 Geneva Auto Show, with Japanese sales having begun in October 2008 and European sales in January 2009. The production iQ followed a concept vehicle presented at the 2007 Frankfurt Auto Show. A North American version of the iQ, branded as the Scion...
shown in Tokyo will be sold in Canada as a Scion model, starting in 2011 as a 2012 model. The first new Scions were shown in Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
at the 2009 Montreal International Auto Show
Montreal International Auto Show
The Montreal International Auto Show is an annual auto show held in for 10 days in mid-to-late January in Montreal, Quebec, Canada. It usually takes place at the Palais des congrès de Montréal....
. Toyota has also duplicated their efforts to achieve the same objective in their home market in Japan, renaming its Toyota Vista Store retail dealership sales channels as "Netz Store" in 2004, with all Scion vehicles branded as Toyotas, and exclusive to Netz locations. According to Toyota, "Netz" is an acronym that means "N etwork of E nergetic T eams for Z enith".
Lineup
Scion tC
The Scion tC is an automobile manufactured and sold by Scion, a division of Toyota. Introduced in the United States in June 2004 and Canada in 2010. The name tC does not fit in with its stablemates the xA, xB, and xD, because the name XC designation has already been used by Volvo for its lineup of...
, a 3-door liftback based on the Europe
Europe
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
an-marketed Toyota Avensis
Toyota Avensis
The Toyota Avensis is a large family car built in Derbyshire, United Kingdom by Japanese carmaker Toyota since 1997. It is the direct successor to the Carina E and is available as a four-door saloon, five-door liftback and estate...
sedan; the second-generation xB
Scion xB
The Scion xB is a vehicle made by Toyota for the United States market and sold under their youth-oriented Scion brand. It is a box-shaped, 5-door compact hatchback.-First generation :...
, a 5-door box-shaped compact wagon sold as the Toyota Corolla Rumion in the Japanese market; and the xD
Scion xD
The Scion xD is a five-door hatchback subcompact marketed in the US and Canada by Japanese manufacturer Toyota beginning with the 2008 model year — replacing the xA. The Scion xD and the second generation xB were first shown to the public on February 8, 2007 at the Chicago Auto Show...
, a 5 door-subcompact car that is sold in Japan as the second generation Toyota ist
Toyota ist
The Toyota ist is a subcompact car made in Japan by Toyota.It is exported to the United States as the Scion xA and Scion xD and to Europe as the Urban Cruiser.-First generation:...
, which is based on the Yaris
Toyota Vitz
The Toyota Vitz is a line of three- and five-door hatchback subcompact cars produced since 1998 by the Japanese automobile manufacturer Toyota. Now in its third generation, the name "Toyota Vitz" has been used consistently in Japan, with most international markets receiving the same vehicle under...
platform with the tenth-generation Corolla's engine. The iQ
Toyota iQ
The Toyota iQ is a city car introduced at the 2008 Geneva Auto Show, with Japanese sales having begun in October 2008 and European sales in January 2009. The production iQ followed a concept vehicle presented at the 2007 Frankfurt Auto Show. A North American version of the iQ, branded as the Scion...
, which is sold in Japan as the Toyota iQ, is expected to go on sale in the U.S. in early 2011.
- Scion xA 2003-2006
- Scion xB 2003-current
- Generation 1: 2003-2006
- Generation 2: 2007-current
- Scion tC 2004-current
- Generation 1: 2004-2010
- Generation 2: 2011-Current
- Scion xD 2007-current
- Scion iQ early 2011-
Pricing, accessories, and availability
Scion uses sales tools such as "Pure Price" and monospec trim levelsTrim package
A trim package is an automotive package composed by a set of cosmetic embellishments to a vehicle. In some cases the trim package may include a specific model or ending name...
with a wide selection of factory and TRD accessories. Extensive market research
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
and testing with Generation Y consumers formed the basis of the Scion badge.
Finance
"Finance" is often defined simply as the management of money or “funds” management Modern finance, however, is a family of business activity that includes the origination, marketing, and management of cash and money surrogates through a variety of capital accounts, instruments, and markets created...
and insurance
Insurance
In law and economics, insurance is a form of risk management primarily used to hedge against the risk of a contingent, uncertain loss. Insurance is defined as the equitable transfer of the risk of a loss, from one entity to another, in exchange for payment. An insurer is a company selling the...
products. Pure Price is designed to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be open and consistent to all customers. The concept is not new to the American market, having been introduced in the early 1990s by the Geo
Geo (automobile)
Geo was a brand of small cars made by General Motors as a subdivision of its famous Chevrolet division from 1989 to 1997. Its original slogan was "Get to know Geo." Originally formed by GM to compete with the growing small import market of the mid 1980s, the line continued through the 1997 model...
and Saturn marques of General Motors
General Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
.
Scion's sales approach thus differs greatly from that of the larger Toyota entity. In the United States, for instance, the Toyota Camry
Toyota Camry
The Toyota Camry is a series of mid-size automobiles manufactured by Toyota since 1982, and sold in the majority of automotive markets throughout the world...
offers several trim levels: the Camry grade CE "Classic Edition" (for budget-conscious drivers), LE "Luxury Edition" (popularly equipped), SE "Special Edition" (for sporty drivers), and XLE "Extra Luxury Edition" (for luxury-minded drivers). In contrast, all Scions have one standard trim level (monospec) and are designed to be uniquely customized for the driver.
Post-production accessories
Scion offers about 150 different accessories; other after-market companies through the Optimize Scion program offer to add other accessories, as well. For example, one can add a subwooferSubwoofer
A subwoofer is a woofer, or a complete loudspeaker, which is dedicated to the reproduction of low-pitched audio frequencies known as the "bass". The typical frequency range for a subwoofer is about 20–200 Hz for consumer products, below 100 Hz for professional live sound, and below...
as well as different types of decal
Decal
A decal or transfer is a plastic, cloth, paper or ceramic substrate that has printed on it a pattern or image that can be moved to another surface upon contact, usually with the aid of heat or water. The word is short for decalcomania...
s. The tC had offered an optional supercharger
Supercharger
A supercharger is an air compressor used for forced induction of an internal combustion engine.The greater mass flow-rate provides more oxygen to support combustion than would be available in a naturally aspirated engine, which allows more fuel to be burned and more work to be done per cycle,...
to increase power from 161 to 200 hp (120 to 150 kW), but this option was since discontinued in 2007. All accessories are sold individually, and do not require special packages. However, some options, such as Ground Effects, do prevent other accessories (such as mud flaps) from being installed.
Companies that participate in the Optimize Scion program include GReddy
GReddy
is a Japanese automotive aftermarket company specialising in performance tuning parts for cars. The company is widely known for its subbrand of tuning parts GReddy and the turbochargers under this brand.-The Trust Company:...
, OBX, RÄZO
Razo
Raso is an islet of 8 square kilometers in the Barlavento archipelago of Cape Verde. Raso is flanked by the smaller Branco islet on the west and by São Nicolau island on its eastern side. Raso is uninhabited and is now the only home of the Raso Lark. The Brown Booby and Red-billed Tropicbird visit...
, a few car detailing companies, and others.
Scion's Release Series
Beginning in the second quarter of 2004 with the launch of the 2004 Scion xB RS 1.0 (Release Series 1.0), followed by the Scion xA RS 1.0, Scion decided to create limited edition vehicles pre-packaged with exclusive accessories in limited quantities. Limited Edition vehicles from a marketing standpoint were used to create a buzz for the brand name, with their exterior colors tending to be loud or bright hues (e.g. orange, yellow, red, blue, green). Because of the growing popularity of the Scion product line and the scarce production runs (most dealers only get 2-3 of each RS model), these limited edition vehicles quickly sold out. Pre-ordering is available at each dealership on a first-come, first-served basis. To the customer's benefit, Scion's "Pure Price" MSRPSuggested retail price
The manufacturer's suggested retail price , list price or recommended retail price of a product is the price which the manufacturer recommends that the retailer sell the product. The intention was to help to standardise prices among locations...
bounds dealerships against market-demand vehicle mark-up. Naturally, resale values of Release Series vehicles command a premium because of their packaged options and scarcity.
- xB RS 1.0 only available in Hot Lava Orange with 2100 units produced (504 units w/5spd, 1596 units w/automatic)
- xA RS 1.0 only available in Absolutely Red with 1550 units produced
2005
- xB RS 2.0 only available in Solar Yellow with 2500 units produced
- xA RS 2.0 only available in Spectra Blue Mica with 1700 units produced
- tC RS 1.0 only available in Absolutely Red with 2500 units produced
- xB RS 3.0 only available in Envy Green with 2200 units produced
- xA RS 3.0 only available in Stingray Metallic light blue with 2500 units produced
- tC RS 2.0 only available in Blue Blitz Mica with 2600 units produced
- xB RS 4.0 only available in Maziora Torched Penny (polarized goldish brown) with 2500 units produced
2007
- tC RS 3.0 only available in Blizzard White with 2500 units produced
- xB RS 5.0 only available in Gold Rush Mica with 2500 units produced
- tC RS 4.0 only available in Galactic Gray Mica with 2300 units produced
- xD RS 1.0 only available in Hot Lava Orange with 2000 units produced
2009
- xB RS 6.0 only available in Absolutely Red with 2500 units produced
- tC RS 5.0 only available in Gloss Black with 2000 units produced
- xD RS 2.0 only available in Wasabi Green with 2000 units produced
2010
- xB RS 7.0 only available in Murasaki Purple with 2000 units produced
- tC RS 6.0 only available in Speedway Blue with 1100 units produced
2011
- xB RS 8.0 only available in Voodoo Blue with 2200 units produced
- xD RS 3.0 only available in xPRESSO with 1500 units produced
- tC RS 7.0 only available in HIGH VOLTAGE Yellow with 2200 units produced
2012
- xB RS 9.0 only available in Hot Lava with 1500 units produced
- xD RS 4.0 only available in Blizzard Pearl with 800 units produced
Target market
The median age of a Toyota consumer was, as of February 2007, 54 years old. Comparatively, Scion's average buyer age is the lowest in the industry, at 39 years old.Scion's first two cars (the xA and xB), while unusual for American roads, have been well received among consumers not interested in standard entry-level vehicles. The tC was also well received with brisk sales. The best selling year of the marque since introduction is 2006 with 173,000 vehicles sold. But sales slid since then to 57,961 vehicles in 2009.
Advertising
To advertise Scion, Toyota began a new campaign for the Scion using a form of guerrilla marketingGuerrilla marketing
Guerrilla warfare is about waging small intermittent attacks on different territories of the opponent with the aim of harassing and demoralising the opponent and eventually securing permanent footholds....
, using posters and ads in movie theaters and TV to direct consumers to the sites, want2bsquare.org, want2bsquare.tv, and want2bsquare.info. Scion's marketing endeavors extended to sponsorships, such as that of VBS.tv's show, Thumbs Up!, which features David Choe
David Choe
David Choe is an American painter, muralist, graffiti artist and graphic novelist of Korean descent. He achieved art world success with his "dirty style" figure paintings—raw, frenetic works which combine themes of desire, degradation, and exaltation...
hitchhiking across the United States. Scion sponsored two commercials featuring Concours race car driver Matt Verbin during the Castle Hill Concours d'Elegance, which show him racing a custom painted yellow and orange xB on Cambridge streets. Scion also teamed with Gaia Online, providing the xB,xD, and tC as a choice for user cars, as well as other things across the site.
Scion also uses smaller, regional viral campaigns to reach niche demographics. Online campaigns like http://www.scionxpressionism.com allow the user to modify and design his own Scion with graphics, decals, and aftermarket car parts. Online advertising
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial...
, much of it quirky and offbeat, is part of Scion's marketing mix for both these campaigns and for the launch of new models. Scion is also currently running its own viral-marketing website Scion bB, to promote other artists and events that it sponsors. Shows like Slick's Picks go around the country interviewing artists, stores, and events; and puts short videos on the site. Scion Radio 17 is an internet-radio initiative that features 17 non-mainstream channels, ranging from rock and hip hop to electro and soul.
In August 2008, Scion released its newest ad campaign, "United by Individuality", featuring over 300 Scion owners' vehicles in various magazine articles, commercials, and billboards. The latest commercial video shows a convoy of Scions parading through the desert in Boulder City, Nevada. These videos and ads can be seen on Scion's website at scion.com/scionunited.
Scion community
There is a strong base of clubs and organizations associated with the Scion brand used to exchange information and to plan Scion-related events.In February 2009 Scion founded a monthly podcast called the "Scion A/V Podcast" located at http://scionpodcasts.podbean.com/. The Scion A/V podcast series presents exclusive artist interviews, event coverage, and info about upcoming events & releases.
See also
- eBoxAC Propulsion eBoxThe eBox is a conversion of a Scion xB vehicle into a battery electric vehicle produced by the U.S. company AC Propulsion.-History:AC Propulsion executives announced their intention to convert Scion xBs to battery electric vehicles in October, 2003...
(a conversion of a Scion xB into BEVBattery electric vehicleA battery electric vehicle, or BEV, is a type of electric vehicle that uses chemical energy stored in rechargeable battery packs. BEVs use electric motors and motor controllers instead of, or in addition to, internal combustion engines for propulsion.A battery-only electric vehicle or...
)
External links
- Scion.com Official Website
- Scionnation.ca Official Website for Scion Canada
- ScionPR.com Official Website for Scion Puerto Rico
- Scion A/V Podcast The Scion A/V podcast series presents exclusive artist interviews, event coverage, and info about upcoming events & releases.
- Scion Owners Official Scion community site
- Scikotics car club
- Scionimage Car Club
- scion iq, toyota iq, aston cygnet resource