The Scion Brand: True Innovation in Marketing

| Total Words: 469

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. Scion also seems to make great use of their site by showing their cars “tricked out” and not just stock in order to give potential customers the ability to envision what a Scion could like after customization. From larger rims and wheels, to colorful paint jobs and body kits, they literally have an endless portrayal of customization possibilities for their Scion vehicles. Whats even more...

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