Marketing to younger buyers can be a funny thing. Sometimes, the more you try to sell Generation XYZPDQ on a car, the more it ensures you will sell to older buyers looking to feel young again. Scion has been toying with this concept ever since it was founded in 2002. The Toyota offshoot's latest target? The heavy metal enthusiast scene.

According to an AdWeek report, Scion thinks the heavy metal crowd has received a bad rap and is undervalued as a consumer base. To that end, Scion recently opened a gallery in Los Angeles that will feature works from U.K. artist French, among others. According to the report, Scion's vehicles will be on display as well, in case patrons want to go for a test drive after purchasing some artwork. Scion has also led an initiative to sponsor heavy metal concerts, albums and music videos. More than 1,700 artists have taken part in over 10,000 events around the country.

This news strikes us as a tad perplexing. After trying for years to appeal to the tuner and enthusiast communities, the brand finally has a home run in the FR-S, a drift-happy coupe that begs to be tuned and modified. Then again, Scion says the metal crowd is "not necessarily trying to be a trendsetter, but more of a thought leader." If targeting that demographic helps the folks at Scion sell more iQ and tC models, more power to 'em. As long as it means enthusiasts still have machinery like the aforementioned FR-S to swoon over.


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    • 1 Second Ago
  • 65 Comments
      theblackemblem
      • 2 Years Ago
      Scion... stop. Just, stop. I can speak from my generation that the more Scion tries, the more uncool and desperate this brand will become.
      Generic
      • 2 Years Ago
      Scion: Markets to youth and headbangers. Result: Old people buy them. Just drop the Scion name and add all the cars to the Toyota line up.
      Polly Prissy Pants
      • 2 Years Ago
      Last Scion I saw was piloted by some old white haired gramma. She could have been a head banger but I kinda doubt it.
      Sj027
      • 2 Years Ago
      Why not just stop chasing the elusive youth demographic that has slipped to less than 10% of all car purchases. I don't know anyone under 25 purchasing brand new cars....they drive brand new cars, but they didn't buy them (parents) and if they do drive a newer car it is never a gimmicky vehicle marketed to 'yoofs'. Older people buy vehicles like the Element, The xB and so forth, but what sense would that make, marketing vehicles to the 90% of people who are buying them.
      Mercer
      • 2 Years Ago
      Targeting "youth" is stupid. Most real youth cars are practical boring insurance-friendly cheap cars. The priority is cost, not "funky". After all, most youths who can afford to buy a new car on their own are those who pay attention to school (boring) and to their own accounts (bean counters).
      Nick B
      • 2 Years Ago
      Boy Toyota hit it right on the head, theres nothing more BROOTAL than a friggen Scion XB. Thats almost as funny as using Judas Priest in a commercial for a Honda minivan. I have to say nothing gets my blood pumping like thinking about listening to Slayer while banging through the gears and feeling all 185HP of the ultra badass Tc. Just stick to making cars as Bill said that appeal to the Katy Perry crowd.
        Cory Stansbury
        • 2 Years Ago
        @Nick B
        When an XB drives by, I can't help but make a guttural scream while convulsing violently. The sheer violence of the car make my most primal urges come to the surface.
      JDam4131
      • 2 Years Ago
      LOL who the hell runs this place at Scion??!
      benjammin172
      • 2 Years Ago
      Makes sense... I would bang my head around quite a bit if I bought a Scion
      NoBoost
      • 2 Years Ago
      As a diehard metal fan for 20 some odd years and now with a career, I can tell you that none of my friends with the means to purchase a Scion would do so. And my friends that don't have a means of purchasing a Scion would ridicule any of us that own one. But hey, I'm sure their marketing by committee understands our demographic better than we understand ourselves.
      TsarBomba
      • 2 Years Ago
      It's kinda like Microsoft sponsoring a Rap star to help promote Windows computers. Really, this all seems terribly wrong on so many levels.
      AngeloD
      • 2 Years Ago
      Toyota needs a division that cranks out more cars like the Xb, i.e., a car that appeals to seniors on a budget. Sort of a counterpoint to Lexus.
      Felipe Politano
      • 2 Years Ago
      Well, in fact the xB has gained so much weight that one could say it has become some really heavy metal.
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