When Toyota Motor Sales launched the Scion brand in 2004, it was new and different. And it set a trend. It was hip, it was exciting, it was advanced. And it targeted a younger market with forward thinking technologies and intense customization ... for an affordable price. The brand eschewed traditional media for marketing in favor of grass-roots efforts and word-of-mouth viral media. It had cool Web sites. It was on Second Life. It was at clubs and kitschy events.
It appeared to be wildly popular and unique.
And everyone tried to emulate Scion.
Then, well, nothing happened.
Scion said it would completely replace its lineup every couple years so that it would keep things fresh and never have a "second" generation. Then it launched the second-generation xB. Which was more mainstream, less cool and much more inside that blasted box Scion tried to get out of. The xD was basically the second generation of the xA, and the tC has never been touched. Pricing went up. The ability to customize your vehicle went down.
We've heard nothing of note from Scion for a couple years now. Which I think is depressing. But the automaker announced today that it's going to be launching a concept car at the New York Auto Show on April 8. Does this mean there's hope for the brand yet? Per the announcement, the brand appears to be launching a new vehicle into its lineup, and it is still trying to be a forward thinker:
"TORRANCE, Calif., March 18, 2009 – Scion will unveil a micro-subcompact concept car at the 2009 New York International Auto Show. The concept reflects Scion’s youthful image and represents a new segment for the brand aimed toward the growing urbanization trend. ... "
So, is this a good move on Scion's part? Is the brand still relevant? And what do you think this concept car/new model will look like? Is it Scion's turn to be the follower?
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To me the Scion brand was targeted to teens and first-time car buyers to be a gateway to the Toyota brand and then the next step would be to the Lexus line. So they are trying to build loyalty for a lifetime. (They even had much easier lending policies so first time car buyers could/would get approved with very spotty/no credit.)
ReplyDeleteSo I don't see Scion as a viable brand for anyone over the age of 24.
I liked the tC alot and it was/is a great car, but I purposefully avoided buying one because of those reasons: I felt I would look like would be 30+ trying to look young and hip or be thought not able to afford anything else.
So it makes no difference to me what Scion does.