Hi there,

I'm producing a talk show on late-night ABC and we are looking to feature SCION as part of the show as an advertiser/sponsor. We pitched them a pretty outside the box buzzmarketing type of idea --- and since the talk show is hosted by a 21-year-old, we figured the GEN Y feel of SCION would align exactly with what the 21-year-old is doing.

The show is edgy, irreverent and seeks to take the traditional late night formula and turn it on its head --- not dissimilar to the way SCION has done so with the car industry.

So I'm looking for thoughts - thoughts from SCION users... thoughts of why SCION stands out, what makes it different, or perhaps even what kind of TV/internet and multi-media campaign you would build around the SCION brand, having used and owned one...

Any help would be appreciated... My email is jen@edgewithjake.com if you'd prefer to respond via email.

Thanks!

 

I think the big draw with the Scion brand is that our cars are not purchased for power but rather as canvases for personalization and expression.
This is evident with the xA and xB. these cars are not out there to be racing around and burning trails. They are there as platforms for people to customize and add on personal touches. Everything from how the car looks on the outside (bodykits, color choices, wheels, lighting, crazy chrome, crazy mirrors, etc.) to interior flavors (lighting, VIP, racer feels, plushness, dash accessories, interior paint schemes, audio setups, etc.).
The best part of all this individuality that Scion encourages is that it brings everyone together to exchange ideas, show off personal accomplishments, and generally have a great time with the love of cars through social events.
Scion: it's not a brand, it's a lifestyle.

that's my take.

 

He summed it up nicely. Only thing I would add would be Scion owners are more like a family than just a group of people. We go out of our way to help one another and share ideas amongst one another. We all are different in our own way but the Scion brand joins us all together regardless of our different personalities and styles.

 

I agree with Evosky completely. The brand is much more than just a vehicle choice. I also think that Scion offers a "right now" alternative in a world of "buy now, pimp later" vehicles. Introducing options such as interior accent lighting and the line of TRD parts/accessories. (also, dont forget the Release Series) These options can be financed with a vehicle providing something that makes you feel unique. Making first time buyers more comfortable with their first monetary commitment off the lot. Personally this is my first real commitment as an adult and have discovered a community within a brand. Something that started out as a way to get from point a to point b has turned into a major hobby of mine over night.

As far as marketing and what I'd like to see, dont be doin' any of the themed show segments that are sponsored, example: "Now its time for the break of the day, sponsored by Kit-kat, break me off a peice" or some garbage like that. I enjoy seeing marketing thats subtle, if you show a car, make it a scion, other than that, leave it to the commercials.





Also, when you decide to do this show...Make it like oprah but only give out scion accessories to the crowd!

oh and send me tickets so I can be there for the giving away of free parts.[/quote]

 

I accidentally double posted.

 

Toyota has certainly hit the nail on the head with their scion brand....
what makes it different? scion succeeds in creating value for its customers through the "deviant" or counter-culture mentality. rarely will you see two scions that look the same. there is a community, but also individuality.
I know people who drive mercedes-benz's probably love their cars as much as we do, but they all look the same. our generation has a greater focus on individuality - we have a greater sense of independance and self worth than our parents. We like to think we are all special and unique snowflakes.
Scion means "offspring" and I think this is what toyota had in mind. I love my tC because there isn't another one like it because of my modifications. at the same time, it is still a safe, reliable, and relatively inexpensive product from a trusted company without being boring and stuffy and old.

I think this would be a good topic for one of my marketing classes in school. I should bring it up

p.s. yea, i totally want tickets to this also

 

I think this is one of the best decisions Toyota has made in a long time! They finally came out with a line of cars that appeal to the "younger generation". Yea i know that the older people are buying them, but at the same time, kids can buy these, they are en-expensive, and the after market world is huge for them! The only thing "sporty" Toyota has to offer is the Yaris, and i don't really see a lot of modding with those! Everywhere I go, it is always Hondas, yea i know we all LOVE Hondas lol, but think about it, they came out with the 2-door civic with the v-tech. Kids loved it, and they stuck with it, now thats all you see any more, cause there is no more competition for it!

Scion is a very different brand on car all together. They came out with the compact xa, yea it was kinda an off of some other models but they put there own twist on it to make it different. Then there is the xb. No one has seen anything like this, and that is why its so unique. Yea there are some other cars out there that "kinda" look like it, but no one has came out with a square box! And finally the tc. It looks like an upgraded version of the celica, and everyone liked the celica, so they did a good thing keeping up with that!


But thats my .02!

 

I love the fact that Scion has polarized so many people. They either love the cars or hate the cars. Noone really has a wishy-washy feeling about them. The brand evokes emotion. When you are trying to set yourself apart, you want everyone to have an opinion.

Also, I have never been a car guy. When I first saw the xB I saw so many things that I wanted to work on. I went from having never done an oil change myself, to lowering the car, adding interior lighting all over, changing the tail lights and so forth. All not bad for a guy who is not a gear head.

What I love most about scion is the community. I have people I talk to online and share ideas with. I look for help on how to do stuff, and find the people friendly and willing to share.

 

I agree with this completely. Their advertising doesn't try to force you to like the cars, you either do, or you don't. The community is phenomenal, and Scion corporate doesn't try to stifle the creativity that comes through owning a Scion. (I too had only changed air filters and lightbulbs before I bought my xB, but within a month, I was already modding it.)

 

I agree with evosky said. I would just liek to add one thing. I think buying a Scion is like what getting a tattoo was but better. Everyone gets tattoos to be different but everyone walks into a tattoo palor and picks something off the wall that thousands before them have gotten. But with Scions thousands of people have got them and turn them into there own style. I hope that all made sense.

 

Well, I don't know about 21 year olds, but I do know a thing or two about being 31, lol.

What I love about the xA(which I just traded) and the box(which I traded it in FOR) is that fact that at 31, with a wife, a kid, a house payment, another car payment, and all the costs that go along with where I am in life.... I can still affordably add new little toys and twists to my car. I can add lights. Music. little details that separate it and ME from everyone else.

Sure, I could own a Mustang, or a 300, or a Tahoe. But then I have what everyone else has, as opposed to owning something that only about 5 other people in my entire metro area own. I can drive for weeks around here and not see another box on the road. And when I do see one, it looks nothing like mine.

THAT is why I love scion, and why after 15 years of driving, and many years of selling new and used cars, it is my favorite brand of all time.

 

If you want an even different view, I am 42, own an xB and one of the reasons I bought it was because of the huge following of the vehicles not too mention the "esprit de Corps" of the people who own them. I also own a harley davidson that has much of the same following as the scion. Sure my bike and xB won't win any races, but i can truly say that there is no other bike or Scion that looks like mine. These cars are ripe for making a statement that is your own. So, i would sum it up by saying the Scion is this generations harley davidson.

 

I think you just nailed it Harleyguy... thats probably the best equation i've heard on it.

 

Hi,

I like many others out ther do NOT fit the proposed demographic for typical Scion owner.

I am the Anti-Owner.... I got my 2005 xB for all the "Practical" reasons, besides which being 6' 4" I just don't fit comfortably in many cars these days. But I fit in the xB very nicely and so can people behind me in the back seat.

With a 5-speed manual, the xB is as fun to drive as any car that still gets 30 MPG city and 35 MPG Hwy. I may not go real fast...but I get there feeling like I am driving and not oozing about town.

The nicest thing about the Scion "Family" is that there is plenty of room for all of us, no matter what we do with, or use our Scion for day to day. And no other Scion owner is going to judge me for not using my xB as they would use thiers, and THAT is a key difference with Scion owners. I don't have to compete with my XB at shows to TOTALLY appreciate and admire the time and effort others have invested in their cars.

Regards,

Dave
SammyDad1

 

It bears mentioning that I have not seen a single hater or troll on the Scion message boards. That's saying something.

My pithy assessment: There are more than a few people these days in all demographics who get a real kick out of paying just $14-16K for a very decent car. My wife and I do not make a fortune - We are just frugal. No annual cruise, for example. The children attend our excellent public schools. I could afford to pay cash out of savings for a couple of fancy cars for my wife and me, but we just do not see the value in it.

My wife and I came of age in the 1980's, but we never bought into conspicuous consumption. Owning a Scion xB is conspicuous frugality. The xB approximates a reverse status symbol for us: we are enjoying an eye-grabbing, smart, reliable car and smiling on our way to the bank.

If I may: For the man with perceived shortcomings, a extension of the male sex organ does not have to be German and certainly doesn't have to break the bank !

 

Pigeonholes, pigeonholes, pigeonholes.
I hate 'em.
I hate when people try to classify me "oh, you're gen X,Y,Z,DD"..."you're liberal/conservative/green/blue"..."you're country/urban/eurotrash"...
Well I am all and none of these, and so is the Scion I drive. I am me and it is it.
When I got the car, a person I work with who knows me very well looked at it for a few seconds and turned to me and said "this is the perfect car for you".
To me, you can't describe a Scion driver by his age, race, economic status, or any other traditional divisions. They are defined by their state of mind.
That is why I drive a Scion.

EDIT:
After reading my post I realize it has a really nasty tone to it, and that was not my intent at all. I applaud the OP for trying to figure out what makes a Scion driver, and that is all I intended-- to try and explain best I can what makes a Scion driver different that others. I kinda like the difficulty that you have in trying to stuff a Scion driver into a pre-defined box.

 

Ok, I don't post here much but I HAVE to add my 2 cents...

First off, Everyone here has nailed it. For me, I was like sammydad1, I'm a big dude that bought it for practicality only. *So I thought*. Scion marketing is pretty sneaky. I have never in my 32 year life been a car buff, and here I am tinkering in the garage all night long or surfing the internet nightly looking for the next mod or cool add-on for my xB. Never had I owned a car which begged to be "personalized" until I got my Box. It just exudes this power over you that you cannot fight. Sounds weird but how else can I put it?

As for the Scion subculture,....WOW. I thought it was sooo cool the first time another box owner waved at me. I don't even know the guy! I'm VERY new to car modding, car culture, etc,...and the fact that complete strangers give you a nod or wave as a 'bond' if you will for sharing a passion for your car is just a great feeling.

I can't wait to see the evolution of Scions as time goes on. Oh to add to that,...I've always envisioned myself as driving nice big cars or something. I would love a BMW sometime later in life but ever since I got my box and started "personalizing" it, I have a new appreciation for truly 'owning' a car and not just 'driving' one and can't imagine me getting anything else later in life. Yes, I feel the bond that strong with my box now.

 

My xB purchase was entirely the Toyota salesman's fault. He sold my wife and me an '05 Camry SE V6, and when I went in for an oil change, I asked him if he had something practical to replace my aging Grand Voyager. He lead me over to an xB, where my first reaction was "What is THAT??". Then I sat inside and realized it was something I might be interested in 'cause the inside was HUGE for such a little car. Then I drove it and I was hooked.

My reasons for buying it were entirely practical -- and any advertising Toyota might have done for the Scion line and for the xB were entirely irrelevant. I am NOT part of the demographic that Scion was aiming for, but I love my xB as much as any twenty-something Scion owner could love their Scoin . . . .

 

Its all about ahving funand doin what you wanna do with them. HTe safety factor and the economic factors do come into play I think. My First impression was "Cool vehicle, reliable and great gas:, mileage on my First Gen XB. HTen had that one totaled and thought the safety factor and the fact that I walked away from it was awesome. Bought an 08 2nd Gen xb because better in SOME aspects than 1st gen.

 

I totally agree with what how says.........

First off, Everyone here has nailed it. For me, I was like sammydad1, I'm a big dude that bought it for practicality only. *So I thought*. Scion marketing is pretty sneaky. I have never in my 32 year life been a car buff, and here I am tinkering in the garage all night long or surfing the internet nightly looking for the next mod or cool add-on for my xB. Never had I owned a car which begged to be "personalized" until I got my Box. It just exudes this power over you that you cannot fight. Sounds weird but how else can I put it?

As for the Scion subculture,....WOW. I thought it was sooo cool the first time another box owner waved at me. I don't even know the guy! I'm VERY new to car modding, car culture, etc,...and the fact that complete strangers give you a nod or wave as a 'bond' if you will for sharing a passion for your car is just a great feeling.

I can't wait to see the evolution of Scions as time goes on. Oh to add to that,...I've always envisioned myself as driving nice big cars or something. I would love a BMW sometime later in life but ever since I got my box and started "personalizing" it, I have a new appreciation for truly 'owning' a car and not just 'driving' one and can't imagine me getting anything else later in life. Yes, I feel the bond that strong with my box now.