Toyota's Scion Plans To Sell Fewer Cars
11-10-2006, 09:45 PM
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Toyota's Scion Plans To Sell Fewer Cars
A Way Cool Strategy: Toyota's Scion Plans To Sell Fewer Cars
By GINA CHON
November 10, 2006;
From: wsj.com
Scion, Toyota Motor Corp.'s youth-focused small-car brand, has decided it is too hot for its own good.
The brand is on track to beat its 150,000-car-a-year sales goal by 25,000 vehicles in 2006. That is a big reason why Toyota has surpassed DaimlerChrysler AG this year to become the No. 3 auto maker in the U.S. in sales.
But instead of riding that momentum to increase sales still further, Scion plans to throttle back production to keep sales from going above 150,000 vehicles next year. It is part of marketing strategy to keep the brand special and, above all, cool.
Scion also plans to retire the tiny xA hatchback and the current generation of the boxy xB wagon, dubbed "The Toaster" by some fans. Sales for both models are up about 20% for the first 10 months of this year, according to Autodata Corp. The xA is gone, but the xB will return in a next-generation form, although Scion would not disclose details about the new model, which will be introduced next year.
Continued at link http://online.wsj.com/article/SB1163...ml?mod=autos_1
By GINA CHON
November 10, 2006;
From: wsj.com
Scion, Toyota Motor Corp.'s youth-focused small-car brand, has decided it is too hot for its own good.
The brand is on track to beat its 150,000-car-a-year sales goal by 25,000 vehicles in 2006. That is a big reason why Toyota has surpassed DaimlerChrysler AG this year to become the No. 3 auto maker in the U.S. in sales.
But instead of riding that momentum to increase sales still further, Scion plans to throttle back production to keep sales from going above 150,000 vehicles next year. It is part of marketing strategy to keep the brand special and, above all, cool.
Scion also plans to retire the tiny xA hatchback and the current generation of the boxy xB wagon, dubbed "The Toaster" by some fans. Sales for both models are up about 20% for the first 10 months of this year, according to Autodata Corp. The xA is gone, but the xB will return in a next-generation form, although Scion would not disclose details about the new model, which will be introduced next year.
Continued at link http://online.wsj.com/article/SB1163...ml?mod=autos_1
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