With its launch in 2004, Toyota launched the Scion line in hopes of catching the attention of the generation.
Y. This generation market is made up of more than 75 million people who do not really have a
association with a vehicle brand. In five to ten years, this generation will constitute a significant
part of automobile consumers. Toyota’s approach to the market is completely different from
your other line of vehicles.
unconventional “underground” marketing approach. Toyota has incorporated an interactive
online community to maintain and capture the attention of this modern and cutting edge demographic.
The Toyota Scion line is increasing with new models that reflect the lifestyle and taste of the Generation Y.
The current models available are the xB, xD, tC and rumors of an xP model that is a mid-size truck.
The median age of a Toyota consumer in February 2007 is 54. Average Scion Shopper
age is the lowest in the industry, 39 years old. Scions have a growing post market
accessory bonanza that keeps buyers interested in adding new features to their cars. Toyota has
Includes forty accessories for each vehicle plus wheel covers and audio. The aftermarket
It will consist of superchargers and drop kits. Scion’s R&D team has been passing its technology on to
SEMA (Specialty Equipment Manufacturers Association) to help produce a robust aftermarket. This
it is the first time in Toyota’s history that technology has been shared outside of the organization.
Scion dealers are creating environments in which multiple consumer questions can be posed.
places. Its purpose is to allow the consumer the freedom to explore each section of the showroom in
your own speed Scion’s philosophy is to bring sales and marketing together to create a
simple and comforting sales experience.
A Scion showroom includes:
* plasma televisions to highlight vehicle features,
* fabric displays for interior options
* Accessory display cabinets
* Information kiosk with printer to save and print customizations
* Certified Scion sales staff on site for further guidance
Scion continues with an experimental marketing approach that emphasizes the intimate consumer
Interaction. All Scion dealers will receive an in-depth six-day training course throughout the
country this year. This training is to teach and assist dealers in engaging with
Generation Y personalities. By 2010, this generation will make up 40 percent of automobile consumers.
Scions are also traded on a “pure price,” which states that the advertised price equals the actual price of the transaction. This cost applies to accessories, insurance and finance. The Scion group sees this as a consistent and transparent sale, which gives buyers a sense of confidence.