Scion (automobile)
Scion is a US-only division of Toyota founded in 2003. It currently has three models: the xA and xB (both rebadged Japanese market cars, named ist and bB, respectively) and the tC (a new design based on the European-market Toyota Avensis). In Europe, the Scion xA is badged as the Yaris, and is one of Toyota's top-selling vehicles on that continent. Scion's long-term goal is to appeal to Generation Y consumers, expected to dwarf the market size of Generation X by 2020.
Scion uses sales tools such as pure pricing, innovative internet ads, 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 the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership is the price you will pay. This includes vehicles, accessories, finance and insurance products. Pure price is designed to ensure a shorter and simpler process, eliminating all negotiation. Pure price is open and consistent.
Scion aims their internet advertising at the 10 to 15 percent of Generation Y who are on the cutting edge. These consumers have been exposed to tremendous amounts of advertising, and are jaded to traditional marketing hype. The Scion Promise of "Openness, Flexibility, and Personalization" appeals to these leaders. At the same time, older buyers also find the Scion to be an attractive purchase, because being an offshoot of Toyota assures Scion's value, quality, durability, and reliability (Scion means "Son of [Toyota]").
In the United States, the Toyota Camry offers several trim levels: the standard sedan (for budget-conscious drivers), the LE (popularly equipped), SE (for sporty drivers), and XLE (for luxury-minded drivers). In contrast, all Scions are monospec (one standard trim level) and designed to be uniquely customized for the driver.
Scion offers about 40 different accessories; other after-market companies are adding new accessories, as well. For example, one can add a subwoofer, different types of decals, canvas roofs, and other accessories. The tC will offer an optional supercharger to increase its horsepower from 160 to approximately 200 hp.
Scion's first two cars, while unusual for American roads, have been received well among consumers tired of "vanilla" entry level vehicles. An episode of MTV's "Pimp My Ride" featured the Scion xB. The tC has been very well received and sells briskly.