Whether it’s promoting unknown hip-hop artists or catering to young golfers, Scion plans to stay decidedly un-mainstream. “We are becoming more offbeat,” says Scion Vice President Mark Templin. “We want to pull people into the brand. We will never push the brand onto them.” Scion officials say they have no plans to expand the brand beyond 160,000 units per year. Part of Scion’s strategy has been associating it self with underground musicians that embody the brand’s offbeat image. “The secret is that we are involved when people aren’t yet famous,” Templin says. “If they even have a hint of becoming famous, then we are on to the next unknown, because there is always an unknown you can support.” According to analyst Bill Stephenson: “Most of what they do is under the radar. But if Scion starts doing traditional stuff, Gen Y will look for another alternative. Remember, this is the audience that defected from the Honda Civic.”
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05/23, 12:22 PM
posted by:
Steve
Really? There are just 16,000 of these things? Are they all in Orange County and LA? Because there are there are AARP members driving these things everywhere I freakin’ look.
05/23, 2:56 PM
posted by:
Sean
I always thought people didn’t like the designs of the previous Civics, that’s why sales dropped. I mean look at the figures now.
05/23, 3:20 PM
posted by:
Doogs
This is PR code for “we don’t have any new products in the hopper”
05/23, 3:28 PM
posted by:
RangeRoverBoy
Good. Under Ground or Under Water is fine.
05/23, 5:13 PM
posted by:
Josh
the corperations are just go deeper into everybudies lifes…trying to be “hip” what ever they feel that is…?
05/23, 7:18 PM
posted by:
Steve
Corporations and politicians are the same in this one big way: they try to pander and fail. No one likes to be pandered to, especially the rebellious youth who seek true individuality.
05/23, 11:19 PM
posted by:
manny
steve, learn to read… theres 160,000 of them. THATS why hip old people drive them everywhere.
sorry, i mean old peole with hip replacements.
in a related story, the only honda fit (also pandered to the youth market) in this town is driven by a 60 year old lady… same goes for honda elements, and prolly the fj… when will honda and toyota realize most youth can only afford to buy their cars used?
05/24, 2:00 AM
posted by:
BAMF
manny-
do they need to realize that? they seem to be selling all their cars just fine.