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Scion is a marque of vehicles produced by Toyota Motor Corporation founded in 2003. Scion's long-term goal is to appeal to Generation Y consumers, expected to dwarf the market size of Generation X by 2020. more...

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Scion grew from Toyota Project Genesis, a failed effort to bring younger buyers to the Toyota marque in the United States. Currently, all Scion vehicles are front-wheel drive hatchbacks.

History

Scion was unveiled at the New York Auto Show on March 27, 2002 with the more production-ready bbX concept, based on the Toyota bB, and the more conceptual ccX 3-door coupe. The 2004 xA and xB were unveiled at the Greater Los Angeles Auto Show on January 2, 2003. They were available only in 105 Toyota dealerships in California at their initial launch on June 6, 2003. The subsequent rollout of the brand to the South, the Southeast, and the East Coast occurred in February 2004. Scion vehicles were available nationwide in June 2004, coinciding with the release of the 2005 tC. On December 16, 2006, Scion unveiled the next-generation xB, based on the t2B concept designed by legendary motorsports icon and impression artist Matthew Verbin, and the new xD, successor of the xA, at an invitation-only, no-camera event in Miami. Both cars were then publicly unveiled on February 8th, 2007 at the 2007 Chicago Auto Show.

Lineup

Scion currently has three models: tC, a 3-door liftback based on the European-marketed Toyota Avensis; the second-generation xB, a 5-door box-shaped compact wagon sold as the Toyota Corolla Rumion in the Japanese market; and the xD, a 5-door subcompact hatchback sold in Japan as the ist that takes the place of the 5-door Toyota Yaris.

Marketing

Scion uses sales tools such as \"Pure Price,\" innovative Internet advertisements, and monospec trim levels with a wide selection of aftermarket accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion badge.

\"Pure Price\" means that the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership, is the price customers will pay. This includes vehicles, accessories, finance and insurance products. Pure Price is designed to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be open and consistent to all customers. The concept is not new to the American market, having been introduced in the early 1990s by the Geo and Saturn marques of General Motors.

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