Scion Through The Years
Though Scion was founded in 2002, its origins can be traced back to 1999 when Toyota launched Project Genesis in an effort to attract a younger demographic. The project was marked by the introduction of the Toyota Echo, and later generations of the MR-2 and Celica models. The driving force behind Project Genesis was to establish a "brand within a brand" and re-introduce Toyota to a younger generation of car buyers.
The project was unsuccessful for Toyota and quickly dismantled in 2001. A second project, spearheaded by the Los Angeles digital design company Fresh Machine was launched immediately and called, "Project Exodus." Over time, Project Exodus developed into what is now known as Scion.
Scion showcased its first vehicles at the New York Auto Show in 2002. The bbX and the ccX were the first generation of Scion cars to come off the assembly line. In 2003, at the Greater Los Angeles Auto Show, Scion introduced the 2004 xA and xB, which were only available at select California dealerships. It wasn't until 2004 that Scion launched its cars for mass production across the United States.
Scion Brand Strategy
The Scion brand became Toyota's strategy to combine price, buyer confidence, latest attributes and performance-driven ideals to the market. The Scion brand has been well-received in the American market mainly because of the reputation of its parent company, Toyota. The brand has enjoyed many compliments and has become very popular even in its infancy.
The xA and xB vehicles were Scion's first entrance into the auto market; an effort that proved to be a successful venture. Once the vehicles expanded from the California market to the rest of the country, the car was met with interest from not only young people but also baby boomers and the young-at-heart. Scion listened to consumer desire and replaced one of its early models (xA) with a larger, more powerful version (xD) .
Toyota's mission is to replicate the success they have achieved in Japan. To this end, in 2004, it renamed its retail dealerships to "Netz" stores. "Netz" is an acronym for Network Energetic Teams for Zenith.
The first official Scion models were the xA and the xB, launched in 2004. The models were targeted to a youthful demographic and quickly lived up to consumers' expectations of quality and reliability. Toyota, with its Scion brand, made an effort to unite value with a youthful style; a winning combination from a brand that enjoys longevity in the auto market.
Scion rolled out its tC model in 2005, a sport coupe with high performance additions, like a 2.5-liter, 180-hp engine. The xD was introduced to the mass market in 2008 as a successor to the xA.
In 2011, Scion launched its 2012 versions of the iQ and the FR-S. The iQ is the world's smallest four-seater known for packing a punch with a small footprint. Its modern, compact design appeals to the auto buyer looking for a compact solution without sacrificing a lot of space or features.
The FR-S is Scion's answer to the sports car with a front-mounted boxer engine and six-speed transmission. The 200-hp engine is sure to hit the mark with young car enthusiasts around the nation.
Scion Products and Technology
Scion is known for bringing value and modern design to a young audience, and its products speak to its brand message. One of its valued services is the no-haggle pricing structure, Pure Price®. Pure Price® is Scion's effort to keep consumers happy by disallowing the need for price negotiations and haggling hassles. A vehicle's price is set as advertised whether on display boards or the Scion website, and buyers are assured of a short, simple process at dealerships with an expectation of the exact price before they arrive.
Scion is also known for its commitment to satisfying the young driver. Its initial models boasted boxy, yet edgy designs appealing to the college student who needed a compact, affordable solution without sacrificing performance. They were loaded with state-of-the-art sound systems and high-performance features for its price class.
Scion continued to push the envelope with the tC, a sport coupe with a powerful engine appealing to an auto buyer with a need for speed. The 2012 premium micro-subcompact iQ is the smallest of the models, perfect for the rural student needing a car to take them to and from school in style. The fast, high-performing FR-S gets its inspiration from the superior performing Toyota models, the Sports 800, 2000 GT and the Corolla GT-S.