Toyota's Scion brand has always been geared towards the young and young-at-heart, so it isn't surprising that the brand's founder, Jack Hollis, wants to keep things that way. It's interesting to note, however, that some in the auto industry have spread notions that the brand is having a sort of identity crisis as its original Generation Y customers continue to age. (Think about what happened to Buick, which originally appealed to teenagers and is now thought of as "your grandfather's Buick.")
Hollis combats these notions, arguing that though the average car buyers in the U.S. is now 35, Scion is still the brand that attracts the youngest audience. He even cites an internal study that states millennials embrace "niche" brands because they want to stand out from the crowd of traditional automobiles. This type of personalization and individuality are exactly what Scion vehicles offer their drivers.
Scion does, of course, have a plan in place to reach out to buyers in the future. As USA Today's "Drive On" explains, "Although the brand will still be aimed at reaching first-time car buyers, it is now introducing models that are likely to create second-time Scion buyers -- instead of leading them directly into the Toyota brand. Owners of the sporty, cheap tC may trade in for the more expensive and powerful FR-S.1
Have you had a chance to check out the latest new Scion models available here at Ira Toyota of Milford, conveniently located at 300 Fortune Blvd Milford, MA 01757? If not, be sure to stop by today. We promise you'll leave impressed!
Source: 1 http://content.usatoday.com/communities/driveon/post/2012/05/scion-chief-vows-to-keep-fun-model-mix-to-lure-gen-y/1#.T8-124Hpd8J