- May 20, 2006
Scion coming up on third birthday
Scion, Toyota's "youth" division, was launched three years ago this June, and the brand has much to celebrate on its third birthday. By offering up three cars that all start off under $17,000, Scion has gone some way toward redefining the term "entry level." Given parent Toyota's marketplace might, the upstart marque has gone to great lengths to associate itself with all things trendy and customizeable, resulting in a combination that garnered sales of 150,000 units in 2005 alone. Having a marketing arm employing what many in the industry have referred to as a "brilliant" viral marketing strategy seems to have worked wonders.
So... does Scion's combination of inexpensive wares and funky marketing rub you the right way? Have your say in 'Comments.'
[Sources: BusinessWeek; Scion]