Scion

From ScionWiki

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. The current chief designer of the entire Scion line-up is North Carolina-born Jay Chan.

1 Scion Models
2 Target Market
3 More Scion Information
4 Official Scion Web Sites
5 Source

[edit] Scion Models

Scion currently has three models: The tC, introduced in 2004, is a 2-door liftback based on the European-marketed Toyota Avensis. The xB, now in its second generation, is a 5-door box-shaped compact wagon. The xD a 5-door subcompact hatchback.

[edit] Target Market

Scion's first two cars (the xA and xB), while unusual for American roads, have been well received among consumers uninterested in current standard entry-level vehicles. An episode of MTV's Pimp My Ride featured the Scion xB, which is the top-selling Scion with about 40% of the market share. The tC has been very well received with brisk sales. CNW Marketing research concluded in a long-term study of “dust to dust” energy costs for passenger vehicles that the Scion xB was the most energy efficient car of 2005. According to the site, "The research tracked and calculated the energy cost of each model sold in the U.S. in 2005 from initial concept to the projected time it is scrapped." The xB costs $.48 per mile to drive over its lifetime, whereas in comparison the Toyota Prius costs $3.25 per mile.

In a recent study, it has been analyzed that the average age of a Toyota consumer was 48 years of age. Toyota Motor Corporation thus launched Scion, with its main goal to target younger buyers.