:clap:
Hard to believe that Scion's third anniversary is approaching soon.

Paul


http://www.businessweek.com/autos/content/may2006/bw20060519_459027.htm?chan=autos_autos+index+page_news

Toyota’s boutique brand of small cars celebrates its third anniversary this June, and besides building a brand that resonates with the psyche of a younger generation, Scion has also fulfilled the literal meaning of the badge, meaning "descendant" or "heir to." ...

In terms of creating a brand identity, Scion opted to exist squarely within a message of youth, excitement and optimism, combining an edgy website with extensive cultural outreach to their demographic. The current Scion Dashboard, a month long art exhibit in San Francisco, is typical of the brand’s support of the not-quite mainstream art community, which is where they figure many of their prospective customers reside. A long-term goal of this strategy, for both Scion vehicles and the cultural outreach, is the hope that consumers will eventually be brought into the Toyota and Lexus brands. Scion is one plank in Toyota’s effort to create lifelong buyers and fans.

Three years with limited distribution .. right? They began with dealerships in CA, TX and FL and then expanded. I don't think they have been shipping all US for three years?

[table:370c04ea24][mrow:370c04ea24]consumers will eventually be brought into the Toyota and Lexus brands.[/table:370c04ea24]

Well if Toyota keeps true to their image by developing vehicles like the FUSE, i couldn't forsee any current Scion owner not wanting to stick with this division of the company.

Mark this on in the column labled "duh". If you had to wait for Business Week to tell you that this was a great idea followed up by great execution, then you are probably reading about a lot of success stories and wondering when it's your turn.

^ +1

What I think is even more amazing is just how diverse the Scion buyers market is. I mean, for all their youth-targeted advertising and outreach, MANY "older" buyers are just and head-deep into Scion as their youth counterparts.

Toyota has hit a real home run here.

I couldn't be more happy with the car or Scion itself. NOTHING can touch these cars for the money.

What a great success story, I can't believe it's almost been three years.

I don't think anyone could have predicted just how big a hit this would turn out to be though, way to go Toyota!