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Scion Declares a ‘Brand Manifesto’

Foques — Fri, 17 Jul 2009 14:57:44 +0000

July 17, 2009

- Alex Palmer
Toyota Scion has set forth its new “brand manifesto.” Targeting young, urban consumers the brand has debuted new TV, print and outdoor advertising, as well as a pair of promotional microsites, which went live on Thursday.

The subcompact five-door Scion xD subcompact is being promoted in new ad dubbed “xD Explosion,” which began airing on July 4. The xD advertisements feature the taglines “Stand with us by standing out,” and “Create a following by never following.” Attik is the agency.

The sports coupe Scion tC sports coupe, will be advertised in the upcoming “Streaks” spot which features the more energized tagline “Tear it up, don’t rip it off.” The third model, the urban utility Scion xB “urban utility” vehicle, is being tagged, “Be an original, not a copy.”

“With this new brand manifesto campaign, we set out to re-introduce Scion to young, urban consumers by reinforcing the company’s unique position as an authentic brand that is all about creativity and individuality,” said Attik co-founder and creative director Simon Needham, in a statement.

The new ads will have strong online support thanks to two new microsites. Pixel Reveal (www.scionreveal.com), features an image obscured by a million pixels. Visitors who register can remove up to 10 pixels a day every day until all of the million pixels have been removed, revealing the grand prize Scion. Speechifier, the second site (www.becomenoneofus.com) give visitors the chance to enter their own manifestos and have the online program turn it into a customized video.

Toyota Motor Sales spent $18 million on media behind Scion in 2008 and $7 million through May 2009, per Nielsen.

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Toyota lights Fuse on Scion

Foques — Wed, 08 Apr 2009 17:23:14 +0000

ON ITS WAY: Youthful car brand arrives in Canada in 2010

Posted By SHAUN KEENAN, SUN MEDIA

Posted 5 hours ago

Toyota’s youthful Scion brand doesn’t arrive until 2010, but that’s not to say the party can’t start early. Rest assured. It has. Oh, and it’s pronounced sigh-on” NOT sky-on.”

Since arriving in the U. S. market in 2003, Scions three-vehicle line-up has become a mainstay of California’s automotive tuning culture. Each model — the xB, xD andtC– has its own group of followers. Private owners and aftermarket businesses have all flocked to Scion. As a result, we’ve seen everything from fully-built show and rump-shaking car audio competition vehicles to high-power turbocharged street cars and ultra-quick time attack racers.

So, while the Americans have been pulling apart and rebuilding Scions for a few years, Canadians will have some catching up to do when they reach our showrooms next year.

In the meantime, Toyota Canada has been using this one-off show car–the Scion Fuse sports coupe concept–to create buzz at the auto shows in Montreal, Toronto and Vancouver.

Developed by Calty Design Research, Toyota’s North American design studio in Newport Beach, Calif., and Scion’s Advanced Product Strategy Team, the Fuse was built by Five Axis of Huntington Beach.

The Fuse is a styling exercise with the sole purpose to push the limits of a Scion sport coupe by combining entertainment, digital technology and versatility into one sinister-looking package. Its bold Japanese-anime-meets-1920s-Windy-City-styling makes a strong statement about the company’s intention to crack open the performance envelope among affordable, entry-level sport coupes.

Calty designers Alex Shen and Bob Mochizuki came up with the exterior design, which is inspired by the Super GT or Hako” racing cars of Japan. The strong performance statement is bolstered by the Fuse’s low and aggressive stance, further enhanced by a cool wraparound windshield that looks like it came straight off a helmet.

A quick glance reveals a menacing presence with slim, high-mounted, deep-set headlamps that communicate a serious attitude. A large intercooler is clearly visible behind the large rectangular intake vent on the front fascia, which hints at a turbo-or supercharged powerplant. There’s a tiny LCD screen set behind the front badge, which can be used to display either video or images just for fun.

Two sizable glass panels that run the length of the roof open and slide in both directions. A speed-activated spoiler is found in the back where the widebody fender flares wrap around the whole rear fascia. Deep-set vertical tail lamps enhance the look and LED-encircled dual exhaust tips are both stylish and functional as fog and reverse lamps.

These aren’t the only lighting tricks either–those 20-inch custom wheels feature tiny LEDs on each spoke that operate as turn indicators, while headlights and fog lamps illuminate in various colours. Everything is programmable.

And, then there’s the interior!

Here, Calty designers Alan Schneider and Ichirou Mukai have taken advantage of the long wheelbase and high beltline to create a welcome interior that revolves around the driver and yet offers occupants their own intimate experience.

Sensor-operated butterfly doors open to reveal an interior that merges technology, function and racing inspired elements in an asymmetrical pentagon where the driver is positioned at the apex of the surround.

The racing tub” influence in the overall design is obvious. Steering controls, for instance, utilize a traditional drive-by-wire steering setup though the actual wheel is cutting edge thanks to influences from race cars and video game controllers.

Another major highlight of the interior is the built-in media centre that takes up most of the dash. This allows passengers to watch movies, play video games, or do both, on a pair of 10.5-inch monitors found on the right side. The left side of this arrangement is a vehicle system/communication interface” where all audio, video and climate systems are controlled via a touchscreen.

Additional interior features include more accent lighting on all seats, doors and headliner. Seats are upholstered in soft-to-the-touch Mythos” fabric for max comfort.

Referred to as one plus stuff” design, the Fuse interior offer even more surprises. In fact, there are different modes (or configurations) into which the vehicle can be put.

In video mode, the front passenger seat folds flat and serves as a table or footrest, and rear occupants can utilize the aforementioned video screens for movies, games or to get on line and communicate with friends via onboard Wi-Fi. In cargo mode, utility is maximized as the front passenger seat and rear seats fold down. In driving mode, the video screens off to the right are turned off while the multi-informational display remains accessible to the driver.

The cabin comfortably seats four but can actually seat more when the car is parked, thanks to a super trick tailgate that converts to provide outdoor seating. A simple sweep of the foot over an infrared sensor located on the lip of the rear bumper opens the rear tailgate and sliding hatch, allowing the tailgate to drop down into a curb-high bench. A pair of rear foldout speakers and portable drink cooler can be used for picnics and/or tailgating.

All in all, the Scion Fuse Sports Coupe concept is a true reflection of the boundless limits and creativity that embodies all of the vital personalization options of a Scion product. To learn more, visit scionnation.ca and fiveaxis.net.

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Scion Reveals iQ Concept at the 2009 New York International Auto Show

Foques — Wed, 08 Apr 2009 17:18:56 +0000

Scion logo. (PRNewsFoto/Toyota Motor Sales)

TORRANCE, CA UNITED STATES


NEW YORK, April 8 /PRNewswire/ — At the New York Auto Show today, Scion unveiled a special concept version of the iQ micro-subcompact car designed to meet the transportation needs of young urban trendsetters. Scion’s iQ concept is a new urban vehicle with a revolutionary package that is just over 10 feet in length and accommodates three plus luggage. As more and more urban centers are revitalized with a new sense of purpose, energy, and creativity, young people are moving in from the suburbs to embrace new urbanism and are looking for a car that suits their needs and delivers high emotional value. Scion’s iQ concept is the intelligent answer to this need for highly emotional and efficient urban transportation. The convenience of having work, entertainment and culture nearby for young city-dwellers is a significant draw to urban centers. The vehicle must be able to navigate narrow, congested streets, park in tight places, have impressive fuel economy, and have compelling design and function. “Scion’s iQ concept turns traditional auto design upside down,” said Jack Hollis, Scion vice president. “Traditionally small vehicles have been thought of as being basic. The iQ concept is just the opposite with its innovative features and iconic urban design, and we believe it fits in well within the Scion brand. Our young, trendsetting buyers are creative and innovative forward thinkers, and we think they will appreciate what iQ has to offer.” The production iQ is currently sold in Japan and Europe. Five Axis of Huntington Beach, Calif. took the iQ to the next level with aggressive exterior and interior modifications that show the vehicle’s potential for personalization. With its 78.7-inch wheelbase, the three-door hatchback can deftly maneuver through city traffic. At the same time, its overall length of 126.9-inches, overall width of 71.4-inches, and short front and rear overhangs allow the iQ to fit in virtually any city parking space. The front-mounted differential and repositioned steering rack decrease front end length. In addition, the iQ is equipped with a flat gas tank housed beneath the floor that reduces rear overhang. Pushing the wheels of the small, bold concept towards the four corners of the body gives the iQ a confident stance. The custom 18-inch wheels with a nickel finish and wide tires fill the wheel well, adding to its surefootedness. The iQ’s custom front air dam, aero headlamps and high-intensity LED driving lamps signal urban road readiness. “We believe the Scion iQ micro-subcompact concept is the future of transportation,” said Hollis. “If it should join our future line-up, I think it could reach iconic status like our xB. Its styling will attract attention and if it’s a Scion, you know it’ll be easy to personalize.” The iQ’s profile is defined by a strong and high beltline. Smooth lines glide from the large, dark finish headlamps, up the A-pillar, across the roof and wrap around the rear emphasizing the concept’s geometric beauty. Side mirrors with integrated turn signals accent the clean design. The rear emphasizes the vehicle’s modern style. Trapezoidal lines run toward the wheels, from the hatch to the thick rear diffuser, creating a substantial presence. A center-mounted trapezoid exhaust adds to the vehicle’s distinctiveness, while large, matte-finished rear taillights help keep the vehicle visible. The iQ’s interior fuses function, style and entertainment. Attention to detail and modern accents can be seen in the illuminated door handle; the swiveling spotlight that hovers over the dash; an illuminated iQ logo on the passenger-side dash and nickel and raw aluminum toned interior panels. Iridescent green and gray honeycomb upholstery covering the door panels and seating areas, combined with the custom exterior paint, provides a balance of freshness and sophistication. Black matte scuba-like polyurethane covers the seat bolsters and is also used on the headliner with a bright green topstitch for a contemporary finish. The iQ features a 10-inch panel LCD screen on top of the center cluster that serves as the main entertainment console and navigation system interface. With the push of a button, the touch-screen articulates to reveal the entertainment hub. The touch screen can also play movies while the vehicle is parked. When not in use, the screen lays flat on the dash with a translucent cover that emits a colorful display of light patterns to make the interior even more unique. A few quick strokes to the black panel below the entertainment hub, or steering wheel controls, command the audio system to shuffle through a music library. The center cluster also features three control knobs for dual front heating and air conditioning settings. The driver and front passenger each have a knob that displays their desired temperature and controls their temperature and fan settings. The center knob dictates zone control for both occupants. The instrument panel has a speedometer, warning lamps, and a multi-information display. The multi-information display allows the driver to toggle through the odometer, average speed, temperature and eco lamp. The eco lamp illuminates during efficient driving to help the driver achieve maximum fuel economy. Comfortable front passenger legroom was achieved with a newly-engineered, compact air conditioning unit located behind the center of the front console. The iQ employs a glove bag, with the same textured, honeycomb fabric as the front and rear seats, that can be easily snapped on and off for storage or additional legroom. Rear seating can accommodate one adult behind the front passenger and a child, small package, or pet behind the driver. Extra slim front seat backs provide rear passengers with legroom. The rear seats are 50/50 and fold flat for increased utility. In addition, the rear seat cushion lifts up to reveal a small flat storage space that can be used for pocket-sized portable music players, small books, digital cameras, or slim laptops. The iQ does not skimp on safety and is equipped with Vehicle Stability Control (VSC); an anti-lock brake system (ABS) with Electronic Brake force Distribution (EBD); Brake Assist (BA); and nine SRS airbags, which includes the world’s first rear window curtain airbag. Other airbags include driver and front passenger front airbags; driver and front passenger seat-mounted side airbags; side curtain airbags; a driver knee airbag; and a front passenger seat cushion airbag. SCION iQ CONCEPT VEHICLE PRELIMINARY SPECIFICATIONS -------------------------- POWERTRAIN Engine: 1.3-liter, four-cylinder, VVT-i Horsepower: 93 hp Torque: 89 lb.-ft. Drivetrain: Front wheel drive DIMENSIONS (inches) Overall Length: 126.9 Overall Width: 71.4 without side mirrors 79.3 including side mirrors Overall Height: 56.9 without antenna 62.5 including antenna Wheelbase: 78.7 Seating Capacity: 3+1 MODIFICATIONS Exhaust: Five Axis custom stainless exhaust Wheels: Five:AD S6:F custom wheels with nickel finish prototyped by MetalFX 18x8.5 ET03 Tires: Yokohama S.drive 2.5/40R18 Suspension: TEIN Super Street coilover suspension Body: Five Axis widebody conversion Burnt nickel accents Custom accented headlights and taillights Public Web site: http://www.Scion.com (Logo: http://www.newscom.com/cgi-bin/prnh/20080129/SCIONLOGO)

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With sales down, Scion may add a new model

ScionNews — Tue, 05 Aug 2008 21:24:31 +0000

The extra super-hip brand Scion celebrated its fifth anniversary in June, and since the automaker was founded as a subbrand to Toyota, the division has spread to 982 dealerships nationwide and sold over 620,000 vehicles. But just like that pair of Ugs gathering dust in your girlfriend’s closet, it looks like Toyota’s experiment at creating a young people’s car line is getting stale — sales and Internet traffic are down this year, but even more important, the brand’s target demographic of 18- to 24-year-old hipsters is beginning to look elsewhere for wheels.

A year ago, Scion introduced a new version of its xB along with the xD, a replacement for the unloved xA five-door, to join the tC coupe in its lineup. Yet these new products failed to excite young buyers the way their predecessors had, and year-on-year sales for the brand fell for 17 straight months until April of 2008. The recent spike in gas prices has brought in new customers looking to save money at the pump, but even this is beginning to fade as sales were again down in June. Bigger and heavier, according to former CEO of Toyota sales Yoshi Inaba (the man responsible for creating Scion), the brand’s “second-generation products were not as free as we thought they would be.” In addition, dealers are complaining that because of additional content the new vehicles are more expensive, a turnoff for aspiring DJs working at Starbucks to pay the bills.

So is the problem Scion’s product, or something more? While offering a fuel-efficient lineup has been good for sales recently, most of the brand’s new buyers are far older than the group Toyota is seeking. The number of Scion owners fitting the brand’s demographic has been declining steadily since 2006, especially for the new xD hatchback, which now sports an average buyer age of 42. Offering generous levels of equipment and up to 32 mpg for around $16,000, Scions are becoming increasingly popular with mainstream consumers, but this is killing the brand’s street cred and worrying company officials. According to Scion manager of sales and promotions Jeri Yoshizu, the brand “is being forced to change” and needs to start targeting “the new 18- to 24-year-olds.” She explains that Scion’s original buyers, now in the 23- to 28-year-old range, “don’t stay experiencers for the rest of their lives” and the brand should stop trying to appeal to them. “If pop culture is going to change and always target 18- to 24-year-olds,” she believes Scion needs to do the same.

To do this, besides adjusting its marketing (the brand is promoting emerging music and embedding ads in shows on the Cartoon Network’s Adult Swim), Scion vice president Jack Hollis says the lineup needs to expand. Claiming “a fourth product is essential,” he speculates that it could be anything from an SUV to a hybrid, as long as it’s “a product that buyers of the other three Scions don’t like.” With the new xD and revised xB, in a way Scion has wound up building Euro-size mommy-mobiles — their balance of space, power, and gas mileage are perfect for hauling kids in an age of $4 gas. And while many automakers would doubtless love to have these consumers, if Scion wants to keep marketing itself as a brand for hipster youth, it looks like some changes will be in order.

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BuyAToyota.com Announces $400 College Grad Scion and Toyota Offer Extension

ScionNews — Thu, 03 Apr 2008 21:49:28 +0000

April 2, 2008 — Many college graduates find it necessary to purchase a new vehicle, but this process can be difficult with student loans and new bills that are acquired after graduation. To help college graduates afford the new car they need and deserve, BuyAToyota.com proudly announces that eligible college graduates buying or leasing a new, untitled Toyota or Scion vehicle through March 31, 2009 will receive a $400 incentive from Toyota to use towards their purchase or lease of a Scion or Toyota.

The college graduate incentive program is now extended through March 31, 2009, which offers eligible customers an excellent opportunity to save on a new, untitled Toyota or Scion vehicle. Sponsored by the Toyota dealers of Central Atlantic Toyota when purchases or leases are made through Toyota Financial Services, other great program features include no monthly payments for 90 days when financing, no money down, security deposit waived when leasing, and complimentary roadside assistance for a year.

Eligible customers must graduate from an accredited four-year college, university, or registered nursing degree program in the next six months. The program is also open to those graduating from an accredited two-year college or enrolled in an accredited graduate degree program. In all cases, the student will have two years from receiving their degree to take full advantage of the program.

To be a part of the College Grad Club and receive information and updates regarding this great program, eligible college graduates now have the option of saving $400 on their new Toyota or Scion by text messaging “save400″ to the number 68683 with standard text messaging rates applying.

In addition, BuyAToyota.com features several unique website applications. The site highlights great information on special offers, pricing, and features on every Toyota model. By simply entering in the zip code, the visitor can discover localized information including dealers, special offers, quotes, and much more.

As an interactive website, the research and shopping tools allow customers to pinpoint the appropriate location and deals for them. Designed strictly to provide information about Toyota incentives, special offers, local dealers, and inventory, BuyAToyota.com is the ideal place for prospective Toyota buyers.

To learn more about the Toyota and Scion $400 college graduate program including complete eligibility rules, terms, and restrictions, please visit a local, participating Toyota dealer or visit BuyAToyota.com.

About BuyAToyota.com:

At interactive website, BuyAToyota.com features numerous online tools including research options, shopping tools, eBrochures, and competitive comparisons. With information on every Toyota model, prospective buyers are able to discover all the necessary information about their potential buy without ever leaving their computer. Additionally, BuyAToyota.com offers a comprehensive list of Toyota incentives and rebates. Designed to provide consumers with local dealers, incentives, and inventory, the BuyAToyota.com does not share information with third parties. To learn more about the latest Toyota sweepstakes, how to buy a Toyota, new car offers, or more, please visit BuyAToyota.com.

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