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By MALCOLM GUNN WHEELBASE COMMUNICATIONS
oyota’s Scion division
xB andtC. While other car companies offer a smattering of vehicles that cater to the demanding sub-30 crowd, Toyota has gone the extra distance by creating a separate brand — Scion — that, it hopes, younger buyers will go for. The rationale is simple enough. Toyota’s current entry-level Echo, Corolla and Matrix, although successful, haven’t fully enticed the intended (younger) audience. Although part of the reason relates to price, there's also the perception that the Toyota name is historically tied to an older demographic, borne out by the 40-plus median buying age of the company’s products.
The plan is for Scion to capture Toyota’s fair share of emerging new car buyers with a one-two-three punch of attractive products that are as easy to buy as they are cool to own.
Just how easy Scion makes the purchase process is demonstrated by the showroom (also called the discovery zone in Scion-speak). There, the focus is less on initial contact with sales personnel and more on getting to know the cars and viewing peripherals such as giant plasma display screens and Internet kiosks for accessing the Scion Web site. The sales staff don’t hassle then young prospects with a lengthy options list since, other than transmission, color and airbag choices, only a few dealerinstalled add-ons such as alloy wheels, fog lamps, rear spoiler and side graphics are offered. They also won’t haggle with you over the posted price, which is the price.
To further personalize your nde, Scion dealers can direct you toa group of selected aftermarket suppliers that offer all manner of speed and performance parts for your consideration.
The first two vehicles out of the gate, the wagon-shaped xA and bread-van-shaped s'
plans to meet the ABCs
of youth transportation
needs with three models
aptly named the xA,
xB, were launched in Cali
80.4%