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Scion has the kind of fan base and lifestyle integration that a lot of other automakers are still trying to figure out how to create (Ford Edge clothing, anyone?). Scion appears to have a lock on who their fans are and what they want, and then constantly works on new ways to give it to them. Now they're doing it again with The Prospect: Rise of an Unsigned Emcee.

Whenever a hot new vehicle is announced, potential buyers flock to dealerships to put down deposits and add their name to waiting lists. Most are motivated by the joy of being first, while others are motivated by the almighty dollar. In our minds, the jury is still out on these prospect buyers and the morality of their motivations, but whatever the market will endure is fine by us.