By Leftlane Staff
Tuesday, May 23rd, 2006 @ 10:43 am

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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