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In may the story of Scion automobiles in 1937. That year, Motor Corporation was spun off Toyota Industries Corporation to build cars.

The first manufacturer to offer a car in the United Toyota Motor Corporation is one of three largest auto

With their reputation for durability, and reliability, Toyota’s are among the best selling in the Thing is, in some segments of the success with one demographic contempt with another. For Baby Boomers’ parents station wagons. When got old enough to have families of own and needed something like a wagon, many considered old fashioned and opted for minivans

So, of course, young people wouldn’t be caught dead in a

Similarly, because of the success of the brand with more customers, the company came to it was having trouble attracting buyers to the marque.

In an attempt to remedy this, launched an internal program Project Genesis in 1999. The was to market three upcoming models in a manner deemed to attract a more youthful The goal was in effect, to create a within the brand with its own and advertising strategy for three new coupe models sold by

Yoshimi Inaba, the president of Motor Sales USA, with James Press, Toyota Motor Sales operating officer, devised a to more aggressively promote the Celica, MR2 Spyder, and Toyota to younger buyers. By all accounts, the did not achieve the success envisioned for it and was in 2001. However, the lessons from the endeavor directly the strategies eventually employed by the brand when it was launched in

A number of studies were to determine the best way to reach the Generation Y consumers. It was determined the methods of advertising (radio, TV, and alone would not drive the of demand Toyota was looking to for Scion. Instead, a campaign of marketing was prescribed in an effort to endear the vehicles to the Gen Y customersbasically, to hit where they “lived”.

In this increasingly meant the

Posters, ads in movie theaters, and messaging on key television shows all employed to direct traffic to Want2bSquare Websitesplaying off of the boxy of one of the original Scion models.

oriented events with pop bands and DJs in such offbeat as Alcatraz Island in the San Francisco Bay held to promote the brand. The also targeted the niche with small, regional-based marketing campaigns. Online was a heavy component of the marketing but rather than simple ads and skyscrapers, Scion used campaigns like Scion to allow Web users to design own Scion models with decals, and aftermarket parts. was a significant aspect of the Scion The brand also got its own Internet station.


Scion Radio 17 ’s 17 channels range from and Hip Hop, to Electro and Soul.

To the buying process, the Scion Price” strategy was devised to lengthy dealer negotiation for young buyers. The goal was to the dealership a friendly, non-threatening in much the same fashion as Saturn brand had done in the part of the 1980s. The price on the was the price of the carno haggling

In addition to the cars, this extended to insurance and financing as well.

Customization was another key aspect of the marketing strategy; both in of performance, as well as comfort and items. By all accounts, the sale of really drove the brand. it was mandated all accessories would be separatelygiving the customer the flexibility to their car in the way most pleasing to as opposed to being dictated to by a planning team.

The first models went on sale in of 2003, after being at the Los Angeles Auto Show in of that year. Initially, automobiles were offered through 105 dealers in California. In of 2004, the brand was expanded to the of the country.

The first two Scion offered in the United States the boxy xB, which became the model for the brand, and the more xA, which looked almost in comparison. The models were in one rather well equipped of trim to further simplify the process. While they to the U.S. badged Scion, were actually Japanese market Toyota models.

The xA was known as the “ist” in Japan, the xB was known as the Toyota bB.

One year the Scion tC “sporty coupe” was This model would go on to become the best-selling Scion the trendy xB’s initial wore off. As the xB and xA were on already running models, were replaced rather (for a car brand) with products.

The “second generation” xB and the replacement, the Scion xD, were shown in 2006before being launched at the 2007 Chicago Show.

In 2008, Toyota the iQ city car for the first time at the Auto Show in March of year. The car was brought to the United as the Scion iQ for model year An ultra compact city sized almost halfway a MINI Cooper and a Smart the iQ was also outfitted with an luxurious interior and offered as the Martin Cygnet.

Following the iQ, Scion introduced its rear-drive sports car in the form of the FR-S for 2012. Developed in with Subaru, the Scion also featured a horizontally four-cylinder engine. Ironically, the FR-S sports car represents most conformist offering date.

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