page_title: Scion (automobile)
section_title: Advertising
hierarchical_section_title: Scion (automobile) / Advertising
caption_attribution_description: English: Scion Fuse Concept car, photo taken at the Montreal International Auto Show in January 2009. Photographer: Freddy Paranoia (http://acloverslifeline.soup.io/), (https://www.flickr.com/photos/freddy-paranoia/)
context_page_description: Scion is a discontinued marque of Toyota that debuted in 2003. Intended to appeal to younger customers, the Scion brand emphasized inexpensive, stylish, and distinctive sport compact vehicles, and used a simplified "pure price" sales concept that eschewed traditional trim levels and dealer haggling; each vehicle was offered in a single trim with a non-negotiable base price, while a range of dealer-installed options were offered to buyers for personalizing their vehicles. The Scion name, meaning the descendant of a family or heir, refers both to the brand's cars and their owners. In an effort to target the generation Y demographic, Scion primarily relied on guerrilla and viral marketing techniques.
  The brand first soft launched in the United States at selected Toyota dealers in the state of California in June 2003, before expanding nationwide by February 2004. Sales peaked in 2006 with 173,034 units sold. In 2010, Scion expanded into Canada. However, Toyota's initial propositions of short product cycles and aggressive pricing based on low dealer margins became increasingly unsustainable as sales fell after the financial crisis of 2007–2008.
context_section_description: To advertise Scion, Toyota began a promotional campaign using a form of guerrilla marketing, using posters and ads in movie theaters and TV to direct consumers to its various "want2bsquare" web sites. Scion's marketing endeavors extended to sponsorships, such as that of VBS.tv's show, Thumbs Up!, which featured David Choe hitchhiking across the United States. Scion sponsored two commercials featuring Concours race car driver Matt Verbin during the Castle Hill Concours d'Elegance, showing him racing a custom painted yellow and orange xB on Cambridge streets. Scion also teamed with Gaia Online, providing the xB, xD, and tC as a choice for user cars, as well as other things across the site.
  Scion also used smaller, regional viral campaigns to reach niche demographics. Online campaigns such as Scion xPressionism allowed a user to modify and design their own Scion with graphics, decals, and aftermarket car parts. Online advertising, much of it quirky and offbeat, was part of Scion's marketing mix for both these campaigns and for the launch of new models. Shows like Slick's Picks went around the country interviewing artists, stores, and events and put short videos on the site. Scion Radio 17 was an internet-radio initiative that features 17 non-mainstream channels, ranging from rock and hip hop to electro and soul. Scion AV served as the brand's lifestyle marketing initiative, funding projects in music, art, and film.
  In August 2008, Scion released the "United by Individuality" ad campaign, featuring over 300 Scion owners' vehicles in various magazine articles, commercials, and billboards. The latest commercial video showed a convoy of Scions parading through the desert in Boulder City, Nevada. These videos and ads could be seen on Scion's website.
caption: Scion Fuse concept
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