Scion (car)

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This article is on the car division of Toyota. For others, see Scion (disambiguation).

Scion is a brand of vehicles produced by Toyota Motor Corporation founded in 2003. It currently has three models: the Scion xA (also known as the Scion xA white), the xB, and the tC. The xA and xB models are both rebadged Japanese market cars, named ist and bB, respectively. The tC is a new design based on the European-marketed Toyota Avensis. 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.

1 Marketing
2 Release Series Vehicles
3 Post-production accessories
4 Target market
5 External links

[edit] 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.

Begining 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 customers benifit, 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.

[edit] Release Series Vehicles

2004

xB RS 1.0 only avaliable 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

2007

xB RS 4.0 only available in Maziora Torched Penny (polarized goldish brown)with 2500 units produced

[edit] 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.

[edit] Target market

Scion xB/Toyota bB

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.^{[citation needed]}