Scion is a brand of vehicles for the North American market from Japanese automobile giant Toyota Motors Corporation. It was founded in 2002. The idea was for Toyota to cater to the generation Y consumers by coming up with contemporary vehicles. It has proven to be a widely successful brand since its inception.
Toyota has wanted to create an impression that its brand is appealing to the younger buyers. This was the reason why it had the Project Genesis initiative in 1999 to bring in younger buyers to its fold. However, the campaign fell flat and soon was cancelled in 2001.
Unperturbed, Toyota set up a separate brand called Scion. It was launched in March 2002 in New York and was marketed as a youth brand. At that time, it only had two concept vehicles—the bbX and the ccX. Both car models were unveiled a year later at the Greater Los Angeles Auto Show.
Scion has helped Toyota reach out to a younger market. In 2007, a study showed that the median age of a Toyota user was 54 years old. Meanwhile, the average age of Scion users was at 39 years old which is the lowest in the industry.
To date, there are five models under the Scion brand. The first is the second-generation tC which is a three-door liftback, the xB which is a compact wagon sold in Japan as the Corolla Rumion, and the compact city car called iQ. The fourth is the xD, another subcompact car while the fifth is the FR-S, a rear-wheel drive sports car.
Scion has introduced a lot of innovations in a bid to garner more young buyers. Its flagship model, the tC, has a panorama moon roof. It also has after-market customization that can be availed from the dealer.
Aside from its affordable price, the tC also has a sporty alloy. It has carbon fiber B pillars, super chargers, and neon underglow lights that appeal to the younger car buyer. All Scion cars can be customized, from larger wheels and rims, to re-painting jobs and body kits.
In terms of marketing, Scion has also deviated from the way Toyota used to market its vehicles. The website is flashy and attractive. It also allows users to see how their cars would like after customization.
There is also a separate website where owners of Scion cars can look for vehicle parts, performance parts and body kits.