Scion sales are down, brand image in flux
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Re: Scion sales are down, brand image in flux
Scion has been luring older folks for years. I've seen more 50 somethings in 1st gen xBs than I have seen 18-30s
The brand may not be working as designed but recall that Scions are just Toyotas marketed differently.
EVERY car company is groaning under the gas / economy issue. I bought my xD because it was the only super fuel efficient car that had some quirky ballsyness to it. Oh - and I am 39.
Scion was / is an attempt to bring younger folks into the Toyota cradle to grave strategy (similar to GM - you buy a chevy when you are young and finish life with a cadillac). Toyota wants to start you with a Scion and finish you with a Lexus. Trouble (for Toyota) is that Scion has actually scavenged some demand from Toyota. The 18-30 crowd does NOT make a significant amount of money for Toyota. Toyota DOES wantto please that crowd and develop positive impressions with them, but the sales themselves aren't "coveted" for the income.
In any case, I am not worried. I own a Scion, have customized it, and really like it.
The brand may not be working as designed but recall that Scions are just Toyotas marketed differently.
EVERY car company is groaning under the gas / economy issue. I bought my xD because it was the only super fuel efficient car that had some quirky ballsyness to it. Oh - and I am 39.
Scion was / is an attempt to bring younger folks into the Toyota cradle to grave strategy (similar to GM - you buy a chevy when you are young and finish life with a cadillac). Toyota wants to start you with a Scion and finish you with a Lexus. Trouble (for Toyota) is that Scion has actually scavenged some demand from Toyota. The 18-30 crowd does NOT make a significant amount of money for Toyota. Toyota DOES wantto please that crowd and develop positive impressions with them, but the sales themselves aren't "coveted" for the income.
In any case, I am not worried. I own a Scion, have customized it, and really like it.
Originally Posted by STNC
From Autoblog:
http://www.autoblog.com/2008/08/04/s...ge-is-in-flux/
Hopefully this is only temporary...
http://www.autoblog.com/2008/08/04/s...ge-is-in-flux/
Originally Posted by Autoblog
My older brother Brian drives a Scion xD. He's 39 years old, and probably considered anything but cool by 18-24 year-old standards. He bought his little xD because he was tired of filling up his AWD 2001 Chevy Astro conversion van, and he's gone from getting 12 mpg to about 30. While that's a big-time win for Scion sales, the brand's marketing arm has to cringe. Scion was built to be Toyota's youth-oriented brand, with cars that would finally bring younger buyers into the Toyota showroom. The early days of Scion were a boon, with 80% of Scion buyers having never shopped Toyota before. Young people were clamoring for the xB and tC, and 100-200k online shoppers flocked to the Scion site each month.
Only a year after the redesign of the xB and xD, the Scion site is seeing less than half the traffic. Overall, year over year sales fell for 17 strait months until March, when gas prices skyrocketed. Even then, sales were back down by June, which was the peak of high fuel prices. The problems began to surface when the redesigned Scions were little more than larger versions of their former selves. A larger xB became more attractive to the mother of two, while losing some of the edginess that made it a smash hit with teens and early-20-somethings.
Scion's leadership would like to turn the tide by creating a fourth member of the Scion family that exudes cool for under $20k. It could be an SUV or a hybrid, but Scion execs want it to be free from the grasps of the parent company. The current models also have to be refocused to once again attract the coveted 18-30 crowd. That's a tall order, and a lot of work for a brand that's only five years old.
Only a year after the redesign of the xB and xD, the Scion site is seeing less than half the traffic. Overall, year over year sales fell for 17 strait months until March, when gas prices skyrocketed. Even then, sales were back down by June, which was the peak of high fuel prices. The problems began to surface when the redesigned Scions were little more than larger versions of their former selves. A larger xB became more attractive to the mother of two, while losing some of the edginess that made it a smash hit with teens and early-20-somethings.
Scion's leadership would like to turn the tide by creating a fourth member of the Scion family that exudes cool for under $20k. It could be an SUV or a hybrid, but Scion execs want it to be free from the grasps of the parent company. The current models also have to be refocused to once again attract the coveted 18-30 crowd. That's a tall order, and a lot of work for a brand that's only five years old.
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I went for the prius, but they were not interested in selling after 3 visits. I settled on the xa and by god the salesperson returned my call and met me an hour early.
The carolla can be had for 15k if you talk to them a bit.
Like said, I am sure toy has tons of left over parts and molds from previous cars they could reuse to build a new car at a reasonible price.
The carolla can be had for 15k if you talk to them a bit.
Like said, I am sure toy has tons of left over parts and molds from previous cars they could reuse to build a new car at a reasonible price.
Originally Posted by TypeX
and the only reason i picked up my 05 xB was for cheap/economical and honestly dont care to much about it.
However at 28yrs old, i think the new xB is definitely a nice car just for the $....nicer cars can be purchased.
The problem lies in Toyota/scions internal competitions
I recently took my gf to look at a Scion XD since her altima lease is up, because she needs something cheap on gas and cheap payments.
So i strolled over to the matrix and the salesman is like... other then looks that matrix is about 5k more then this and you'd have to package it up to get equivalent values
However at 28yrs old, i think the new xB is definitely a nice car just for the $....nicer cars can be purchased.
The problem lies in Toyota/scions internal competitions
I recently took my gf to look at a Scion XD since her altima lease is up, because she needs something cheap on gas and cheap payments.
So i strolled over to the matrix and the salesman is like... other then looks that matrix is about 5k more then this and you'd have to package it up to get equivalent values
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Re: Scion sales are down, brand image in flux
Originally Posted by PHATBLK
Scion was / is an attempt to bring younger folks into the Toyota cradle to grave strategy (similar to GM - you buy a chevy when you are young and finish life with a cadillac).
The above made me chuckle, as I've never followed a brand like that.
Just to darn independent and I like "different". My first car was a Cortina (English Ford), 2nd was a Volvo, 3rd was a Mazda RX2, 4th was an Mazda RX3, 5th was a temporary piece of junk after my ex totalled my RX3 
, 6th was a Honda Civic, 7th was a Honda Civic and then I went domestic w/the 8th (Ford Ranger). Have always 
my l little foreign cars and still do.Can't wait till the '09's come in.
:D
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Re: Scion sales are down, brand image in flux
Scion's leadership would like to turn the tide by creating a fourth member of the Scion family that exudes cool for under $20k. 
It could be an SUV or a hybrid, but Scion execs want it to be free from the grasps of the parent company. The current models also have to be refocused to once again attract the coveted 18-30 crowd. That's a tall order, and a lot of work for a brand that's only five years old.
I'd Buy a fuse if they made it.
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Re: Scion sales are down, brand image in flux
Originally Posted by BAMFXB
This should be the Fuse! to bad you never see the concepts actualy on the sale room floor.
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They should take a page from mtv and make the scion 2 brand. Once its uncool, make the scion 3 and so on. 
Originally Posted by RnB180
too many tcs on the road, which imo is the main reason why its no longer hip with the youth crowd. If everyone has one, its no longer cool.
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For me to get back into Scion, I would have to say that the Fuse concept, minus the "rear platform seat" and the spacey interior would do it as long as it has over 140HP, less than 3000lbs and a 6 speed or a better 5 speed.
Gas mileage at least 25-35...there are some sweet high performance cars out there that while expensive, pump out 200HP+ and get equal gas mileage.
The Fuse is one car whom I hope that Scion heavily looks at to replace or be an addition to the Scion lineup.
I just wasn't feeling the Hako concept.. hell I would rock the t2b IF it exterior looked the same.
I know concepts tend not to look that way production but all and all, that is my 2 cents. The Fuse is one car I would not mind calling my own.
Gas mileage at least 25-35...there are some sweet high performance cars out there that while expensive, pump out 200HP+ and get equal gas mileage.
The Fuse is one car whom I hope that Scion heavily looks at to replace or be an addition to the Scion lineup.
I just wasn't feeling the Hako concept.. hell I would rock the t2b IF it exterior looked the same.
I know concepts tend not to look that way production but all and all, that is my 2 cents. The Fuse is one car I would not mind calling my own.
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Scion needs to focus on the owners more. Remember the first Scion commercials that had REAL owners talking about their cars? That was a big deal to me.
To most people outside of the Scion community, the concept of a turbo tC is laughable, but we all know that pretty much any bolt on kit will make enough hp to beat a 350z. If Scion made a commercial advertising how the cars can be made into performance machines, and play the tC as a guy's car too, they'd move more.
Can you imagine a 60 second spot with turbo tC's whoopin' the crap out of Sti's, Evo's, s2k's, and 350z's? It would be EPIC.
That having been said, I'm sick of seeing so many tC's on the road, so maybe they shouldn't use my idea lol. Today I was coming out of class and some chick driving an 08pulled up the curb and totally scraped her wheels and passenger side of the front bumper.
What an idiot. Sometimes I think girls and cars are oxymorons.
To most people outside of the Scion community, the concept of a turbo tC is laughable, but we all know that pretty much any bolt on kit will make enough hp to beat a 350z. If Scion made a commercial advertising how the cars can be made into performance machines, and play the tC as a guy's car too, they'd move more.
Can you imagine a 60 second spot with turbo tC's whoopin' the crap out of Sti's, Evo's, s2k's, and 350z's? It would be EPIC.
That having been said, I'm sick of seeing so many tC's on the road, so maybe they shouldn't use my idea lol. Today I was coming out of class and some chick driving an 08pulled up the curb and totally scraped her wheels and passenger side of the front bumper.
What an idiot. Sometimes I think girls and cars are oxymorons.
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Non-targeted buyer
Well, Iguess I fall into that "old" range, 38, that Scion is not targeting. I admit that my new xB2 gets better gas mileage than my 12 mpg GMC, and was a factor to get something else to make my daily driver. A young 20's friend of mine has a gen1 which I really like which put Scion on the map for me. And, I like more of the "away form the norm" things which Scion cars are.
What I am a little surprised about is the number of gen1&2 xB's that I'm seeing as company cars (delivery/cabs/sales reps/etc). I'm seeing more of these around my part of the woods than personal use xB's. They are easy to spot with the full wrap graphics covering them. I even saw a xD wrapped in a Budweiser skin today. I'm sure that Toyota is happy as long as they are getting the sales. I know all the manufactures are seeing a down turn right now in the US, so I'm sure the bean counters at Toyota are happy to see a sold Scion being used as a rolling business sign (instead of some other brand)...and that's all I have to say about that
What I am a little surprised about is the number of gen1&2 xB's that I'm seeing as company cars (delivery/cabs/sales reps/etc). I'm seeing more of these around my part of the woods than personal use xB's. They are easy to spot with the full wrap graphics covering them. I even saw a xD wrapped in a Budweiser skin today. I'm sure that Toyota is happy as long as they are getting the sales. I know all the manufactures are seeing a down turn right now in the US, so I'm sure the bean counters at Toyota are happy to see a sold Scion being used as a rolling business sign (instead of some other brand)...and that's all I have to say about that
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Originally Posted by RnB180
too many tcs on the road, which imo is the main reason why its no longer hip with the youth crowd. If everyone has one, its no longer cool.
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Originally Posted by cobb
They should take a page from mtv and make the scion 2 brand. Once its uncool, make the scion 3 and so on.
Originally Posted by RnB180
too many tcs on the road, which imo is the main reason why its no longer hip with the youth crowd. If everyone has one, its no longer cool.
The problem seems to be the ever diminishing attention span of the American public.
Does anyone remember 1983.....when MTV actually HAD music?
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Re: Non-targeted buyer
Originally Posted by rylandnc
What I am a little surprised about is the number of gen1&2 xB's that I'm seeing as company cars (delivery/cabs/sales reps/etc). I'm seeing more of these around my part of the woods than personal use xB's. They are easy to spot with the full wrap graphics covering them. I even saw a xD wrapped in a Budweiser skin today. I'm sure that Toyota is happy as long as they are getting the sales. I know all the manufactures are seeing a down turn right now in the US, so I'm sure the bean counters at Toyota are happy to see a sold Scion being used as a rolling business sign (instead of some other brand)...and that's all I have to say about that
Lame, but can't fault Toyota for wanting to :gasp: make money.
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And just remember those cars will be available at some point with high but easy miles and most likely in tact. With the high miles they should be cheap so we can all get our second one that needs an engine rebuild (and maybe a turbo)
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(1) I'm an old fart.
(2) I'm very much an xB Classic person.
(3) I think Scion lost it's focus when they called a Camry Station Wagon a Scion xB.
I've said most of what I wanted to say on that shift to the longer, lower, wider, more power theme a year and a half ago, and I see no reason to add to it or change it.
http://www.tijil.org/blog/?p=23
http://www.tijil.org/blog/?p=24
Right now Scion makes nothing I want. End of story.
(2) I'm very much an xB Classic person.
(3) I think Scion lost it's focus when they called a Camry Station Wagon a Scion xB.
I've said most of what I wanted to say on that shift to the longer, lower, wider, more power theme a year and a half ago, and I see no reason to add to it or change it.
http://www.tijil.org/blog/?p=23
http://www.tijil.org/blog/?p=24
Right now Scion makes nothing I want. End of story.
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Originally Posted by highvoltage1
I just dont like the low power on the xb1 and the one giant gauge. Other than that they are pimp. I see old people driving scion, i see youn people driving scions. The way the stock market has been after 9/11 older people who had money in the stock market took big hits. My grandma for instance. But thats why you see them buying scions. They are cheap and have standard features that most small cars dont have. There are also older people who like to be different..
every other car I look at looks just like every other car.. no matter who's name plate is on the grill.. (including the 2nd gen xB) at least the 1st gen. doesn't get lost in the parking lot of Wally-World.
just my 1.75 cents worth of rant.
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Yeah, the "mantel clock" speedo is great because it doesn't take your eyes anyway near as far off the road as the usual "hidden behind the steering wheel" type.
(Then again we're in the "old" contingent, Red.)
Oh, well, yet another thing the originals had that the new ones don't, and another reason to like the old ones.
(Then again we're in the "old" contingent, Red.)
Oh, well, yet another thing the originals had that the new ones don't, and another reason to like the old ones.
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Toyota stepped on their you-know-what when they, in the face of rising gas prices, came out with the larger, thirstier, "Fat Chick" 2nd generation xB. They could have had the 21st century equivalent of the VW beetle but they dropped that ball when they changed the car too much.
People, including olde fartes like me, bought that 1st gen xBs because they were lightly-massaged JDM vehicles with spare styling, large interior space and great mileage. We didn't want luxury barges!
Remember the statements when Scion was first starting up that they would not update their models, instead replacing them with completely new, fresh designs. That concept lasted about as long as it took the xB to become popular!
I'll keep my xB for quite a while, but when it goes off to college with my daughter I'll probably not be visiting Scion or Toyota unless they come up with a better replacement.
People, including olde fartes like me, bought that 1st gen xBs because they were lightly-massaged JDM vehicles with spare styling, large interior space and great mileage. We didn't want luxury barges!
Remember the statements when Scion was first starting up that they would not update their models, instead replacing them with completely new, fresh designs. That concept lasted about as long as it took the xB to become popular!
I'll keep my xB for quite a while, but when it goes off to college with my daughter I'll probably not be visiting Scion or Toyota unless they come up with a better replacement.
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Its a shame that I hardly ever see a young person driving a scion, whenever I see someone behind the wheel its either a almost 30 woman or a almost over the hill man. Maybe its just me but I think the new scion commercials are quite cheesy, I saw one at a movie theater where all the modded cars are driving around and some guy on a mic said something to the effect of "our differences make us similar" or something, and a bunch of people in the movie theater starting trashing scions. Shame...
