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Scion owners recently submitted pics of their personalized vehicles, including tC, xA, xB, and xD models, to the company for evaluation. The loyal owners were participating in Scion's "United by Individuality" brand campaign, designed to put individuals' modified vehicles in magazines, on billboards, even projected onto movie screens. More than 300 cars made the cut, and they soon found themselves in the Nevada desert for a photo shoot that included racing, tuning events, and even music performances. Shown above is a stunning aerial shot of more than 200 cars parked – very well we might add – at the event. The ad campaign launches in movie theaters July 21, while the other media won't go live until August 4th.

[Source: Edmunds Inside Line]

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    • 1 Second Ago
      • 6 Years Ago
      Scion owners are very diverse, sure you'll see a lot of teens driving then only because they're not expensive, but half of the people that go to my local meets are in there 20s and others well past that.

      I wouldn't think for a moment that all the revenue used in their advertising campaign is only coming from the Scion end.

      The idea behind the tC is not extreme gas mileage, that was the first gen xB and the xA. The tC is marketed as a sporty little coupe at a reasonable price, not as a gas saver. Scion listened to their owners who said the first gen xB had no power, so in turn the 2nd gen got the drivetrain out of the tC. A lot of owners traded up to the new one, and a lot have not.

      And to people saying that these cars have quality issues, the only issues I've seen are due to lack of maintenance or improper care by the owner. And when there is a recall, Toyota doesn't give us the run around
      • 6 Years Ago
      scion rulez
      • 6 Years Ago
      I was one of the lucky owners to be chosen for the commercial as well. They actually had about 500 cars out there for the commercial and photo shoot... each was given a small numbered badge for their cars participation in the event.
      Scion is the ONLY brand to offer these kinds of events to their loyal customers. Not only was I invited to this Scion United event, but also the Scion Miami event on South Beach where they debuted the '08 Scion xB and xD models. Both of these events we were given a large amount of spending money as well as free food/drinks/open bar at the events and live performances. Let alone the hotel stay, both Loews properties which are not exactly cheap... In Miami it was Ludacris performing every single he's ever had and for this event it was Flo Ryder/Red Man putting on a hell of a show all night.

      And another thing, Scion is doing this in a time where the car market is basically crap, where's Honda at this time? Definitely not throwing events like Scion does.
        • 6 Years Ago
        Thanx to Daddy! (TOYOTA) Granted it was cool of them to do all that BUT! toyota is selling very well in this current market so dont say scion did all that with the revenue from only scion!
      • 6 Years Ago
      Just saw that ad this weekend when I went to see Mamma Mia.
      • 6 Years Ago
      United by individuality? More like United by Teen Spirit.
        • 6 Years Ago
        Too bad all of the cars in the ad are owned by people over 21 lol

        (Free drinks all weekend at the event)

        Seriously though, I said most Scion owners are in their 20's or just coming out of of their teens. I've seen more originality in Scion vehicles than pretty much any other car. Unless you're talking about Chrysler 300's. It never ceases to amaze me how people can mess up that vehicle.
      • 6 Years Ago
      Scion must resort to such tricks to draw attention from their pathetic fuel economy. It's incredible that Toyota has such a great reputation for fuel efficient vehicles, but the Scion models score well below other vehicles in the same category such as the Civic. The V6 Camry is rated at better highway mileage than the tC with a 5 speed stick. The Honda Civic is rated 34 mpg on the highway, compared to the tC's 27. There is something seriously wrong with Scion engineering and Toyota's continued use of that lame and inefficient 2.4 liter 4 cylinder motor.

        • 6 Years Ago
        Well if they are now rating them at 27MPG, people will be pleasantly surprised to get 30MPG highway with the 5MT as that is what I regularly get. Windows down, windows up, AC cranked, AC off, going 75 to 80 with or without cruise, I continually get close to 30MPG highway. Also I would say mixed driving between town and highway I still get 26 which isn't bad if you think about how bloated the car is due to it's glass top.
      • 6 Years Ago
      I saw the ad at the movies last week. I thought it was a great commercial. Whether you like or hate the cars, Scion has the marketing thing down pat. Hopefully Jim Farley can bring some of that magic to Ford.
      • 6 Years Ago
      All they're doing is doing with the brand what Ford did 4 decades ago with the mustang. Scion however is nothing more than a 2000s gimmick like reality TV or extreme sports.
      • 6 Years Ago
      Should be called Scion Nation.
      An old idea and trying so hard to be cool.
      It's pathetic.
      makes me be ashamed to drive an xB.

      • 6 Years Ago
      I'm still totally fascinated by original Xb, I wish Toyota would get the message and give us a smaller Xb Bb next time around, The latest Toyota Bb / Diahatsu Materia sold in Japan is awesome.

      I too agree that we don't need a 2.4 motor, a 1.6 or 1.8 would be large enough with a 6 or 7 speed, Toyota have the technology, Id love to see them bring it to the states.

      The Tc is cute and great value for money, I just don't see the need for the Xd.
      • 6 Years Ago
      So... they took a page out of Honda's "Civic Nation" ad campaign:

      • 6 Years Ago
      two words: Civic Nation
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