Do you remember the unique line of cars that was the Toyota Scion? With models such as the sporty tC and squared xB, Toyota really revolutionized car branding and marketing. However, did you know that the car’s history was just as unique as its quirky looks?
The history of the Scion was one of innovation, but it did not end well. Read on for our must-know guide on the history of the Toyota Scion.
Exodus
In its concept stages, the Scion was first known as the Exodus. It started as a Toyota project in the nineties, with the aim of getting the average Toyota buyers age down from a 54-year-old average to a more youthful demographic. It was the flagship of a new, vibrant Toyota branding.
The Scion debuted at the 2002 New York Auto Show. It was then made available in 2003 to a limited 105 dealerships in the California region.
Pure Price
Upon release, even the sales tactics of Toyota were new and revolutionary. They brought in a concept known as “pure price.” This was a method in which the price on the car in the dealerships was the solid, non-negotiable price that was to be paid.
In addition, Scion car models were limited to just one trim. This meant that people could not pay extra for additional features and trims. You had one choice, at one price, making purchases much easier.
Toyota Scion Marketing
Fixing the price was not the only thing that made the history of the Scion unique. While social media and viral advertising are now commonplace, in 2003 these were unique methods of advertising for car manufacturers. It cemented their position as a car aimed squarely at modern youth.
Another clever marketing tactic was to release a limited edition series named the “Release.” Cars would be offered in unique colors, with each one only amounting to around 2000 versions. This meant that each dealership would only have around two of them, and when combined with set prices they sold out quickly.
2006 Peak
Sales of Scion car models hit a peak in 2006, with sales of 173,034 units over the period of a year. This had been down to their nationwide rollout and advertising methods that targeted nightclubs and bars as opposed to television and mainstream media. However, the success was not to last.
The great recession would hit sales hard. In addition, in 2009 it emerged that Toyota cars were suffering problems with sliding floormats and sticking pedals. This resulted in unwanted acceleration, an obvious safety hazard, and caused many buyers to lose faith in Toyota products.
Discontinuation
By 2010 the model was beginning to struggle, with sales down considerably compared to their peak in 2006. Despite a redesign for many models and expansion into the Canadian market, the line was losing popularity quickly. The Scion began to be incorporated into the main lines or used in joint ventures, of which you can see more here.
In 2016 discontinuation of the Toyota Scion occurred. The company no longer needed a brand aimed at young consumers.
New Models
Despite being discontinued, the Toyota Scion and its legacy remain. Its innovative marketing methods are now commonplace, showing how well it made its mark. As it became incorporated into the normal model line, it became the standard as opposed to a unique rarity.
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