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.