cliffy1

I just thought I'd post something I am seeing here in the dealership. It has to do with who is buying the xB and why. I have found this absolutely fascinating because, unlike the Toyota products, there are some very specific reasons different groups choose the xB. I have seen 5 very distinct types of xB buyers. The first three groups comprise the vast majority of buyers with the last two groups making up a fairly small percentage. I honestly can't recall a customer outside these 5 groups.

1. The young person. This is Scion's target demographic and it does represent the bulk of xB customers. This is a young person who is looking to express his/her individuality. They are buying it because it doesn't look like their friend's Civic. It hauls stuff (I've sold a few to guys in bands) and people well. Its easy to customize and that is key. Its the VW Beetle of the new millenium.

2. Older couples. This is an unusual group. They usually have a luxury car at home and that is what they use for trips. The xB is for grocery getting and generally getting around. They select the xB primarily for the front seats. It is the only car that is high enough that they don't have to climb out of, yet short enough that they don't have to climb into. The seat is right at hip level and makes it easy for aging people to get into and out of. Were it not for the seat, this group would buy something else.

3. Single professional women in their 30's to 50's. I love this group. Car buying sucks for everybody, but for this group, its particularly galling. These are women who are in supervisory positions at work. They are in charge and know exactly what is going on around them. They work very hard to earn their positions and have gone through a lot to achieve their level. When they go to buy a car, they suddenly feel intimidated and alone. They feel like they need a father or boyfriend to help and that ____es them off like you would not believe. The Scion concept allows these professional women to maintain control during the process and never threatens them. Its exactly what they need in car buying. The xB just happpens to be the one that makes the most sense from a practical standpoint.

4. This is a smaller group, but we sell a fair number to business owners. They use it as a small van and often use the slab sides as a rolling bill board.

5. Finally is the family man. This is the family on a budget that needs room for the child seats and needs good milage. They are not so caught up in the rest of the car and are just looking at the practicality.

So... where do you fall in this?

Simplyscion

Wow, I couldn't have said it better myself
The one thing I would add as a 6th category would be the ___ and lesbian group cause we have sold a lot of xB's and xA's as well to them.

Spr0ket

1 and 5. I'm not exactly young but love the ability to modify. I have kids, but if I need to haul them around I'll use my other car. Interesting read nonetheless.

matt_a

I bought it for the rocket-powered ejection seat.

Spr0ket

The button labeled "ill" is not the ejection seat matt. Press it and see what happens. 8^)

matt_a

Dangit!

Sciond

almost 5..your missing something here the family person who has those needs and want a reasonable vehicle to mod..... and can no longer spend $30,000 modding a $35,000 vehicle....due to family obligations

cliffy1

I'm not sure you can make a seperate group for this. I've got a lot of ___ couples in this area, but the buying motives still fall into the above categories when/if they buy an xB. The xA is a totally different story and I really can't categorize those buyers like I can with the xB. The tC is easy though... its a person under 28 or the parents of a person under 28. Very few people over 30 buy the tC. It does happen, but its rare.

moonray

I'm not real old,but getting there, what the hell am I saying I am old but not dead
yet. And I fit into both #1 & #2 -- I had a civic(not stock- not rice) And I bought
the xb because it was different, a clean slate to work with. Its fun to drive and gets
looks all the time and my wife loves it too! She falls into #3 - edit single with married
and is afraid to buy a car -- the intimination factor.

THE_DON

Group # 1 = me

Young, didn't want a Civic, and needed room to haul stuff/people.

-THE DON

ElChupacabra

I see the exact same thing here. Its ridiculous how you can pigeonhole xB customers. I happen to be a #1. I love my xB like none other. We do mostly the older couples who see the value in the car. I think that's funny because 90% of my young buyers for Scion think the xB is the ugliest thing out there and would never buy one....

ERIKB

Interesting observations cliffy.

I purchased the xB because I've got a long commute in Los Angeles traffic and I thought the xB would offer great gas mileage and enough head and legroom for me (which it does), and the price is unbeatable. I've bought three cars in the last the last 18 months and my favorite by far is the Scion.

PaganGuy

43 divorced male who wanted something pratical but unique, not sure where I fit in, lol

rdclark

That's an excellent analysis; well-written, too -- with one exception. It's "older," not "old!"

There's no question that the seating and accessibility were what brought is to the xB, although the fact that it's a Toyota came first. We never would have even looked at it if it were a Chrysler product, for example.

If the xB didn't exist, we'b be driving a Rav4 or a CR/V, I imagine. It's all about form factor.

RichC

hotbox05

group 1 son.

cliffy1

Good point. I have edited the original.

RTon20s

I don't think my wife or I are really in any of the groups. She bought her Scion a couple months before we got engaged, back in June. And she initially had no interest in even looking at a Scion. I liked the fact that they were different, and if you tilt you head just right and squint, they look like a throw back to the old minitrucks.

Once she sat in one, she fell in love. She couldn't believe how versatile the car actually was. The price was great, even if it was a little weak on the power end. The other car she had been considering to replace her aging '98 Escort was a Magnum R/T. She could have had either, but chose to go with the xB.

Now, six months later, I'm looking at trying to get rid of my own daily driver Prelude in order to get my own xB. It is a practical car that is fun to drive and a great base for customization.

Oh... and for the record... I am 27, she is 26.

grizzly_choppers

Yep, I'll agree with the analysis.

I fall into several categories as well. #2 because of the comfort mentioned (I'm tall, not old and this is finally a Toyoa product that I fit and isn't $38K). #1 because of my modding and passion for shows and such now. #3 because I use this vehicle at work constantly to show off what can be done to an xB to potential clients.

-Alex

matt_a

We fall into #5. The xB just made sense. It's my wife's car and she needed something with a little bit more cargo room than the standard "car with a trunk". She didn't want a station wagon, she hates minivans, and she wanted better gas milage than a SUV. The xB was a great alternative. Plus she gets to drive something fun. The fact that it's also well made and inexpensive were bonuses.

cliffy1

hmmm... I just noticed something. I have combined the motives with the demographic and that isn't really accurate. In fact, as I think about my buyers, I realize I missed a few for demographics, but not really for motive.

So... the motives are:

1. Individualists who like the unusual nature of the xB.
2. Seat freaks. This can be due to aging hips, excess weight, excess height or the tragicly short who can't see over the dash of most cars.
3. Process buyers who are just glad they don't have to buy Saturns any more.
4. Utilitarians who are using it like a small panel van.
5. Purely practical... "$15000 and I get traction control, ABS, 30 miles per gallon and its made by Toyota? Hell yeah I'll take one and I don't even care that it looks like a rolling shoe box!"

Within these motives, young folks tend to fall into the individualist, older folks into the seat freaks, single women into the process types, business owners are utilitarian and family guys are practical. That doesn't mean you have to be in a certain demographic to have certain motives, but it helps.