After discontinuing North American production on its Supra model in 1998, Toyota debated trying to reinvent themselves as a trendier, hipper brand geared specifically toward young adults—also called “Generation Y” consumers. To that end, the company launched “Project Genesis”, which was an attempt to entice younger buyers into considering Toyota vehicles. Introducing the Toyota Echo, in combination with the existing Celica and MR-2 models, Project Genesis was cancelled in 2001 after being deemed unsuccessful. After that, a second project—Project Exodus—was launched in an effort to develop an entirely new brand of vehicle that catered specifically to the younger drivers Toyota was trying so desperately to market themselves to. That new brand developed into what we now know today as Scion, and the company officially launched in 2002. The word “Scion” itself comes from an old French word of Germanic origin and translates roughly into “descendent of”. This refers both to the brand descending from Toyota, as well as the owners themselves being the youngest descendants of their respective families.
Marketing Savvy
Prior to launching the Scion brand, Toyota did extensive research to determine what their targeted demographic—young American drivers—were looking for in a new vehicle. As a result, the brand is one of only a handful to offer such a vast array of accessories—over 150 in all—in addition to performance add-ons, customizable aftermarket parts, and even body modification kits. Some of these parts come straight from the manufacturer, while others are offered via aftermarket dealers. From subwoofers to canvas roofs to superchargers, people learned quickly about Scion’s offerings through viral and guerilla marketing strategies—and they worked to draw lots of interest. Initial sales were brisk, and the brand continues to grow in popularity year after year, especially by younger drivers. While the median age of a Toyota consumer is 54, the average age of a Scion consumer is 39—the lowest in the automobile industry.
Original Vehicles
The brand showcased two concept vehicles at the 2002 New York Auto Show—the “bbX”, which we now know as the xB wagon, and the ccX, which would eventually become the tC sports coupe. The xB, coupled with a third model, the xA hatchback, went on to be introduced at the Los Angeles Auto Show in 2003, and the brand was officially launched in June of that same year. At first, specific Toyota dealerships in California were used to release these two vehicles, but sales went nationwide by the end of 2003. The tC emerged on the general market in 2005, and the xD launched in the United States in 2007. Scion spread to Canadian markets in 2010.
Limited Editions
One particularly effective way of increasing excitement and interest in the Scion brand was the launch of special Release Series—limited edition vehicles in small quantities that came with pre-packaged accessories not otherwise available for purchase. The concept of a limited edition vehicle created a huge marketing buzz, especially considering that most limited edition Scions came from the factory with bright, attention-getting paint colors—yellow, orange, green, etc. Many dealers only receive 2 or 3 of each Release Series vehicle, which creates huge demand and often leads to the vehicles being quickly sold out. Resale values of Release Series vehicles, due to their rarity and scarcity, typically can command a premium price.
Today and Tomorrow
The current lineup includes 5 different vehicles: the 2nd generation xB, the tC, the xD, the iQ—a microcar often compared to a Smart Car or similarly sized vehicle—and the exciting new FR-S sport coupe. Released in 2013, Toyota and Subaru joined forces to design the FR-S, a nimble, lightweight sports car featuring rear wheel drive, a front engine, well-balanced handling and performance, flexible utility, and better gas mileage than one might expect. Recent reviews have gone as far as to compare the FR-S to the Porsche Boxster, an indication of the massive success this vehicle has had so far, and expects to maintain well into the future.
Read more about the future of Scion: Despite slow sales, no new Scion models in near-term pipeline [w/poll]