Problem:
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.
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 and advertising.