The Toyota Scion – Grabbing Untapped Generation Y Market Share
By Brandon Mouhot
Launching in 2004, Toyota released the Scion line in hopes of gaining the attention of generation
Y. This generation market, consist of more than 75 million people who really do not have an
association to a vehicle brand. In five to ten years, this generation will make up a significant
part of car consumers. The market approach that Toyota has taken, is completely different than
its other line of vehicles.The approach has been to utilize the internet and take an
“underground” marketing approach that isn’t mainstream. Toyota has incorporated an interactive
online community to keep and catch the attention of this hip and cutting edge demographic.

The Toyota Scion line is increasing with new models that reflect generation Y lifestyle and taste.
Current models available are the xB,xD,tC and rumors of a xP model thats a mid size truck.
The median age of a Toyota consumer as of February 2007 is 54 years old. Scion’s average buyer
age is the lowest in the industry, at 39 years old. Scions have an increasingly post market
accessory bonanza that keeps buyers interested in added new features for their cars. Toyota has
included forty accessories for each vehicle in addition to wheel covers and audio. The after market
will consist of superchargers and drop kits. Scion’s R&D team has been relaying its technology to
SEMA (Specialty Equipment Manufacturers’ Association) to help produce a robust after market. This
is the first time in Toyota’s history that technology was shared outside of the organization.
Scion dealerships are creating environments in which multiple questions posed by consumers can be
met. Its purpose is to let the consumer have the freedom to explore each showroom section at
their own speed.The Scion philosophy is to incorporate sales and marketing together to create a
comforting and simple sales experience.

A Scion showroom includes:

*plasma TV’s to highlight vehicle features,

*fabric displays for interior choices

*Accessory display cases

*Information kiosk with printer to save and print customizations

*On site certified Scion sales staff for further guidance

Scion is continuing an experimental marketing approach that emphasis intimate consumer
interaction. All Scion dealerships will be receiving a six day in depth training course across the
country this year. This training is to teach and help the dealerships how to relate with
generation Y personalities. By 2010, this generation will make up forty percent of car consumers.
Scion’s are also be marketed with a “pure price”, which states the advertised price equals the actual transaction price. This cost applies to accessories, insurance, and finance. The Scion group see’s this as a consistent and transparent sale, which gives buyers a sense of trust.