Wednesday, January 2, 2008

The Scion Brand - True Innovation in Marketing

- Written/Authored by Ryan Lawson

The Scion brand is truly a marketing innovation come true for its umbrella company Toyota based out of Aichi, Japan. Their subsidiary brand has catered to a target market previously ignored by other car manufacturers; it has literally revolutionized the car industry with its new youth oriented Scion brand. The company's brand is both unique and exciting in two ways: it offers customization options not seen any where else and it has become a "magnet" for younger consumers. In fact, Toyota's Scion brand has the youngest audience of any automaker: the average age of its driver is only 31. The company's Scion website is a marketing feat in and of itself. Dozens of modified Scion TC photo shots enthrall the organization's flashy website. There company even owns a separate Scion parts website dedicated to aftermarket parts alone ranging from body kits to performance parts.

Scion's lead selling car, the Scion TC, portrays exactly what youth buyer's are looking for. An affordable vehicle that offers value, styling, and customization options. Buyers can add on options such as neon underglow lights, Scion TC body kits, superchargers, door sills, carbon fiber b pillars, and more all from the dealer.

While this is a very fast growing brand, Toyota is not looking for there Scion brand to gain mass appeal. Marketing managers state that the company will continue to innovate and focus on continuing to satisfy the demands and needs of younger auto consumers. Scion is planning, however, to continue expanding their product line with newer products such as the xD. I'm assuming that all of there new products will continue to build upon the past success of their flagship TC, while simultaneously offering new options, creative and innovative body styling, and countless aesthetic upgrades.