Hey Scion People -

Scion today announced its partnership with RIDEMAKERZ™, an innovative
new toy car customization retailer inspired by Build-A-Bear Workshop®.
The Scion RIDE, based on the new xB urban utility vehicle and the
latest model in the RIDEMAKERZ lineup, was unveiled at the 2007
Specialty Equipment Market Association (SEMA) Show, the premier
automotive specialty products trade event in the world.

The two brands are complementary in their approach, with the
“driver”
in charge of uniquely customizing their “ride.” RIDEMAKERZ invites
guests, or “Customizers™,” into the ultimate car-customizing shop
where they travel through seven zones to select body style, paint job,
sounds, engines, accessories, and decals. Between them all, RIDEMAKERZ
estimates there are more than 649 million possible combinations, not
including individual decal placement.

The Scion RIDE is available in Cannonball Black, Comet Blue and Wasabi
Green and measures approximately 12 inches long. Once the
approximately 1:18 scale xB models are tricked out, Customizers create
a personalized license plate and receive their own Certificate of
Title, which includes a unique RIDE Identification Number (RIN). This
number can be used to view and interact with their RIDE online at
RIDEMAKERZ.COM. The pint-sized xB ranges in price from $22 for the
Cannonball Black and Comet Blue versions to $25 for the Wasabi Green.
Custom accessories range in price from $2.50 for grille guards and
hood scoops to $15 for a deluxe “Muscle Kit” that includes a blown
engine, spoiler, side pipes, muffler tips and roof vents.
Radio-control can be added for $25.

SEMA attendees will be able to view a large-scale model of the Scion
xB special edition RIDE in the Scion booth located in the Central
Hall, at the Las Vegas Convention Center, as well as enter a raffle
for a chance to win a special edition RIDEMAKERZ xB designed and
signed by Troy Sumitomo, from Five Axis, a renowned customization and
fabrication shop in Huntington Beach, Calif. Similar to his “one
off,”
life size creations, these one-of-a-kind mini models are a work of
art.

Kids of all ages can build the new Scion RIDE on RIDEMAKERZ.COM (with
a Z) and at Shops located at Broadway at the Beach in Myrtle Beach,
S.C. and the Mall of America in Bloomington, Minn. In November,
RIDEMAKERZ will open two additional Shops at the Spotsylvania Towne
Center in Fredericksburg, Va. and at Castleton Square Mall in
Indianapolis, Ind.

The RIDEMAKERZ experience is specifically designed to provide choice,
unleash creativity, foster confidence, encourage cooperation, and
instill a sense of community, which also are hallmarks of the Scion
brand. Scion and RIDEMAKERZ appeal to the young, and young at heart,
tapping into the innate desire to build and create, generating not
only pride in affiliation, but also pride and ownership of one’s own
creation.


Onwards,
Scion