Scion's Wacky Strategy: Withhold Vehicles From Market
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Scion's Wacky Strategy: Withhold Vehicles From Market
i found this on edmunds.com and it was posted 11/11/06 what do you guys think?
TORRANCE, Calif. — To hang on to the "underground" factor, Scion plans to limit the numbers of cars it puts into the marketplace next year, according to a report in The Wall Street Journal on Friday. The Toyota youth brand may also completely ditch television advertising.
The strategy is intended to keep the brand special, especially as it plans a major reworking of its product lineup. The company said recently that it plans to retire the current generation of the boxy xB wagon and the xA hatchback. The brand is on pace to beat its 150,000-car-a-year sales goal by 25,000 vehicles in 2006.
Scion recently moved its online marketing focus from MySpace.com to Secondlife.com because it viewed MySpace as "too mainstream." Scion, which already has extremely limited TV exposure, is expected to focus more on "experiential" marketing, including branded entertainment and event marketing.
What this means to you: If you own a Scion this is good news. If you want a Scion you're going to have to work a little harder to find one.
TORRANCE, Calif. — To hang on to the "underground" factor, Scion plans to limit the numbers of cars it puts into the marketplace next year, according to a report in The Wall Street Journal on Friday. The Toyota youth brand may also completely ditch television advertising.
The strategy is intended to keep the brand special, especially as it plans a major reworking of its product lineup. The company said recently that it plans to retire the current generation of the boxy xB wagon and the xA hatchback. The brand is on pace to beat its 150,000-car-a-year sales goal by 25,000 vehicles in 2006.
Scion recently moved its online marketing focus from MySpace.com to Secondlife.com because it viewed MySpace as "too mainstream." Scion, which already has extremely limited TV exposure, is expected to focus more on "experiential" marketing, including branded entertainment and event marketing.
What this means to you: If you own a Scion this is good news. If you want a Scion you're going to have to work a little harder to find one.
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