Scion, the lovable brand that brought us the xB and the new FR-S, are interested in offering a wider range of vehicles to suit more people from varying lifestyles. They are doing this by expanding the lineup of cars in the future, as well as their marketing campaigns. We're always excited to see new lines of cars coming from Scion, and we can't wait to see what they come up with next!
Toyota’s Scion is growing up. The marque, hatched in 2003 as the company’s “youth” brand, remains its forward agent among the American Millennial generation — but in a new approach to the target, Scion is expanding its heretofore limited vehicle lineup, skewing its advertising more toward traditional themes, and probably ditching the pace-setting box design of its original little xB.
“Authentically, OEMs haven’t done a good job of attracting younger buyers,” Jack Hollis, Toyota’s vice president for Scion, told me. “How do we separate ourselves? By bringing out cars with more emotional content, with more of a lifestyle attachment. We’re trying to reach out to people who don’t buy Toyotas or Lexuses.
“So we’ve sold the brand as a lifestyle and automotive brand. But we wanted to expand that in two ways: expanding the lineup … and expanding the people we talk to.”Click to Read More
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