The "It" Car for Gen Y?
In 2003, Toyota introduced an entirely new brand into the market. Scion (https://www.scion.com) is owned by Toyota, sold side-by-side at Toyota dealerships, and buyers have financing arranged through Toyota Motor Credit Corp, but that's where the relationship ends. Scion targets, and aims to represent, a younger, hipper market than the dependable Camry or Corolla. Scion's xA sedan, xB "breadbox", and sporty tC are marketed straight at "Generation Y," people born after 1977.
Scion is attracting and grabbing this market in a variety of ways, mixing product design with pricing with target marketing, resulting in a heady, irresistible brew. So far, it's working. In its first quarter, Scion sold nearly 33,000 cars, more than established brands such as Volvo and Suzuki. As Scion grows its customer base, it plans to release more cars onto the market...but not to the point of easy availability and the rows of same-looking cars one usually sees at dealerships.
Using the following articles, the Internet, and your course resources, address the following questions:
Question 1. How is Scion addressing its target market with regard to positioning and the product itself? Is the product design its own form of positioning? How?
Question 2. Scion is aggressively targeting a specific age group. What are the advantages and drawbacks?
Question 3. What elements of societal marketing can you identify in Scion's: Product, Pricing, Positioning, Advertising
Submit your 1-2 page paper to the Drop Box.
Review the following articles:
Edmund's Vehicle Overview - Scion Xa
First Drive: 2004 Scion xA and xB
Scion marketing targets Gen Y drivers
Here Come the Bratty Boomers
Breaking, Fully Integrated Scion Campaign From ATTIK Conveys Marque's Appeal for Personalization
Outside-the-box Scion scores with young drivers
Scion's peppy tC has right image at the right price
Consider the idea of positioning. In other words, how a company distinguishes itself from others in the marketplace for competitive advantage. Start on page 308 to read more. Societal marketing is another concept in this project that states that a company should market effectively and efficiently to enhance not only the consumer's well-being, but society's as well. See pages 26-27 for additional information.