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Platform Sharing 101: Scion

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On: Tue, Jun 29, 2010 at 11:23AM | By: Sherry Christiansen

Platform Sharing 101: Scion

The Toyota Motor Corporation established the Scion as a separate marketing entity to attract generation Y car buyers-those coming of age in the car buying market in the mid-2000’s. Toyota debuted the Scion in 2002 at the New York Auto Show with a formal launch in mid-2003 for the 2004 model year. The Scion xB is a quirky little car designed like a "matchbox" but priced for a market of young buyers.

Scion is a US division of Toyota founded in 2003. It currently has three models: the xA, xB and the tc (a design based on the European Toyota Avensis), the xD 2008-current  and iQ early 2011.  The Scion xA is one of Toyota's top-selling vehicles in Europe.

Just as General Motors owns Chevrolet, Toyota decided to separate itself from Scion in order to create a completely different identity for a new market of younger buyers.

Scion has an innovative marketing campaign targeting the Generation Y market of younger consumers who are on the cutting edge; these consumers having been bombarded by advertising and are jaded to traditional marketing. The Scion has a campaign that promises “Personalization and Flexibility” which really appeals to the younger generation of consumers. Older buyers are interested in Scion are attracted because of the connection between Scion and Toyota that provides buyers with assurance of value, quality and reliability.

Scion offers a variety of great accessories (approximately 150 in all); such as subwoofers, different types of decals, canvas roofs, ground effects, and many others. The Scion tc will offer an optional supercharger to increase its horsepower from 160 to 200 hp.

Scion uses a sales approach called "Pure Price" with a wide selection of factory and TRD accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion features, and pricing.

Scion xB/Toyota "Pure Price" means that the price the customer sees on the vehicle, or any advertisements, is the actual price for the vehicle, no negotiations. The pure price includes all accessories and finance charges so there is no confusion during the buying process. Pure pricing has been offered in Europe for sometime but it is not very common in the U.S. The purpose is to offer consistent pricing for all customers

Scion's vehicles, have been received well among consumers tired of cars that look and perform the same when it comes to entry level vehicles. An episode of MTV's popular show; Pimp My Ride featured the Scion xB which helped to develop the concept that this is not just an ordinary car, but something really hip and unique.

The image gallery contains shots of the redesigned tC. Significant updates inside and out, this is a more thoroughly fleshed out model then it's pedecessor, making a more provocative vehicle all around.

Photo Gallery (click a thumbnail to enlarge)


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