Scion is a brand of vehicles produced by Toyota Motor Corporation founded in 2003. Scion's long-term goal is to appeal to Generation Y consumers, expected to dwarf the market size of Generation X by 2020. Scion grew from Toyota Project Genesis, a failed effort to bring younger buyers to the Toyota marque in the United States. Scion is Toyota's entry-level brand, slotting below Toyota in the lineup. Currently, Toyota markets Scion-branded vehicles in the United States, Guam, and Puerto Rico.

History

Scion was unveiled at the New York Auto Show on March 27, 2002 with the more production-ready bbX concept, based on the Toyota bB, and the more conceptual ccX 3-door coupe. The 2004 xA and xB were unveiled at the Greater Los Angeles Auto Show on January 2, 2003. They were available only in 105 Toyota dealerships in California at their initial launch on June 6, 2003. The subsequent rollout of the brand to the South, the Southeast, and the East Coast occurred in February 2004. Scion vehicles were available nationwide in June 2004, coinciding with the release of the 2005 tC. On December 16, 2006, Scion unveiled the next-generation xB, based on the t2B concept, and the new xD, successor of the xA, at an invitation-only, no-camera event in Miami. Both cars were then publicly unveiled on February 8th, 2007 at the 2007 Chicago Auto Show.

Lineup

Scion currently has two models: The tC, introduced in 2004, is a 2-door liftback based on the European-marketed Toyota Avensis. The second-generation xB is a 5-door box-shaped compact wagon. The xD a 5-door subcompact hatchback that will be released in Summer 2007.

Marketing

Scion uses sales tools such as "Pure Price," innovative Internet advertisements, and monospec trim levels with a wide selection of aftermarket accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion badge.

"Pure Price" means that the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership, is the price customers will pay. This includes vehicles, accessories, finance and insurance products. Pure Price is designed to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be open and consistent to all customers. The concept is not new to the American market, having been introduced in the early 1990s by the Geo and Saturn marques of General Motors.

Scion's sales approach thus differs greatly from that of the larger Toyota entity. In the United States, for instance, the Toyota Camry offers several trim levels: the CE (for budget-conscious drivers), LE (popularly equipped), SE (for sporty drivers), and XLE (for luxury-minded drivers). In contrast, all Scions have one standard trim level (monospec) and are designed to be uniquely customized for the driver.

Beginning in late spring 2004 with the launch of the 2004 Scion xB RS 1.0 (Release Series 1.0) Scion decided to create limited edition vehicles pre-packaged with exclusive accessories in limited quantities. Limited Edition vehicles from a marketing standpoint were used to create a buzz for the brandname, with their often exterior colors tending to be loud or bright hues (i.e. orange, yellow, red, blue, green). Because of the growing popularity of the scion productline and the scarce production runs (most dealers only get 2-3 of each RS model), these limited edition vehicles quickly sell out. Preordering is available at each dealership on a first-come, first-served basis. To the customer's benefit, Scion's "Pure Price" MSRP bounds dealerships against market-demand vehicle mark-up. Naturally, resale values of Release Series vehicles command a premium because of their packaged options and scarcity.

Toyota has also begun a new campaign for the Scion using a form of guerilla marketing, using posters and ads in movie theaters and TV to direct consumers to the sites want2bsquare.org and want2bsquare.tv

Release Series Vehicles

2004

• xB RS 1.0 only available in Hot Lava Orange with 2100 units produced (504 units w/5spd, 1596 units w/automatic)
• xA RS 1.0 only available in Absolutely Red with 1550 units produced

2005

• xB RS 2.0 only available in Solar Yellow with 2500 units produced
• xA RS 2.0 only available in Spectra Blue Mica with 1700 units produced
• tC RS 1.0 only available in Absolutely Red with 2500 units produced

2006

• xB RS 3.0 only available in Envy Green with 2200 units produced
• xA RS 3.0 only available in Stingray Metallic light blue with 2500 units produced
• tC RS 2.0 only available in Blue Blitz Mica with 2600 units produced
• xB RS 4.0 only available in Maziora Torched Penny (polarized goldish brown) with 2500 units produced

2007

• tC RS 3.0 only available in Blizzard White with 2500 units produced

Post-production accessories

Scion offers about 40 different accessories; other after-market companies offer to add other accessories, as well. For example, one can add a subwoofer, different types of decals, and canvas roofs. The tC now offers an optional supercharger to increase power from 160 to 200 hp (120 to 150 kW). All accessories are sold individually, and do not require special packages. However some options, such as Ground Effects, do prevent other accessories (such as mud flaps) from being installed.

Target market

The median age of a Toyota consumer was, as of February 2007, 54 years old. Comparatively, Scion's average buyer age is the lowest in the industry, at 39 years old.

Scion's first two cars (the xA and xB), while unusual for American roads, have been well received among consumers not interested in standard entry-level vehicles. The tC was also well received with brisk sales.