Is SCION the future of Toyota?

Is SCION the future of Toyota?
Photos by -Autonet.ca
Staff
Published: 18 04 2003

Like Toyota's quality and reliability, but think it's meant for a more 'mature' driver? Fear not. The Japanese automaker may have the solution.

Toyota Motor Sales (TMS), U.S.A., Inc., announced the launch of SCION at the 2002 New York International Auto Show. Formerly the genesis marketing group, SCION will be responsible for the launch of a new line of vehicles it plans to market to the "next generation" of new-car buyers.

Two show-car concept vehicles displayed at the show, the bbX and ccX, offer a strong hint of the direction SCION will take with its new line of products.

"For some time, Toyota's genesis group has been carefully listening to, and studying ways to connect with the net-generation reaching driving age and entering the car market," Jim Press, TMS executive vice president and chief operating officer, said in a statement. "It's an important emerging consumer group that will total over 60 million potential customers by 2010. With SCION, Toyota is taking a major pro-active step to reach out and connect with them."

The word SCION (pronounced SY-en) means descendant, or heir, and the name is designed to stand alone as a distinctive new line of products and a new way of doing business. according to Toyota.

"SCION will target consumers who are well aware of, and may even covet, Toyota's strong heritage of quality," Jim Lentz, TMS vice president, SCION, said in a statement. "But they are also consumers who require unique product concepts that are high in personal expression that can be accessed and purchased on their own terms. Although this group represents only a slice of the net-gen as a whole, its influence is substantial and therefore, extremely important. So important, that we have dedicated an all-new line of products and services that will not only attract them, but will retain them."

As with the dealer environment and the sales process, the SCION product lineup will be kept simple. All vehicles will be offered as single, fully-equipped, mono-spec models.

SCION will launch in June 2003 with two vehicles. One vehicle will be an adaptation of the bbX show car. It is based on a vehicle currently available in Japan called the "Black Box," a vehicle marketed to Japan's youngest buyers as a melding of entertainment-art and basic transportation. The bbX is a multi-purpose concept that combines aggressive styling, expansive people and cargo hauling capability, and a thoughtful approach to versatility.

Each of the two SCION vehicles that will be available at launch will offer an array of standard equipment including air conditioning, power windows, door locks and mirrors, six-speaker Pioneer AM/FM/CD audio system, sport seats, and many more comfort and convenience features. Each of these vehicles will carry an MSRP considerably less than $18,000 US, the automaker said.

As for the buying experience, SCION will be structured as a dealer-within-a-dealer, the company revealed. All Toyota dealers will be offered the opportunity to sell the SCION line. SCION products will be offered in a clearly dedicated environment. It will feature its own dedicated sales staff, but will share on-site service facilities with the Toyota brand. On-site inventories will be small. Dealers will draw from a shared inventory pool designed to ensure low-overhead costs while promoting just-in-time delivery on a regional basis.

Toyota said the SCION dealer environment will be "low-key and buyer-friendly." It will feature stylish decor and a polished industrial feel. It will also include highly interactive surroundings aimed at individualizing and personalizing the shopping and purchase process.

The SCION dealer environment will allow shoppers to browse, investigate, research, or just discover SCION, entirely at their own pace. Sales people will offer assistance and guidance. However, at SCION, their role will be clearly defined as just one of the many resources available during the shopping and purchase process.

Due to limited product volume initially, and the start-up logistics of regional inventory pooling, SCION will launch in California-only for the first eight months. After that, dealerships in the Gulf States, Southeast, Central Atlantic, and Northeast regions will be phased in. Within 12 months of the initial launch, SCION will be available across the United States.

Scion will not be made available in Canada, but the products may be offered within Toyota Canada's lineup at some future date.

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