Identity crisis for Scion

Posted on Tuesday, 5 August 2008 , 14:08:34 byEmil

Filed under scionidentitycrisistoyotasalesScionToyota

Identity crisis for Scion

Scion dealers to the older clients: GET OFF MY LAWN! (plus kindly going to Toyota part of that showroom.) Scion was debuted originally in 2002 combating the trend of Toyota in having an average client that was older, over 40. The idea is simple: youth-oriented brand hooking younger people that would graduate later to products from Toyota. Unfortunately because all the Scion models share the showroom space with Toyota, they could not hide the autos from those old people.

What happened now is the spiral of marketing going wrong. Either is because of the quality product or it's just wanting to have a younger look, some older people started creeping up the average client age of Scion. Since the Scion units were marketed to the young people only, the mainstream of older market now stayed away, plus that the “old people” there were seen in Scion units, the younger market started staying away. Before gas reach 4 dollars a gallon, Scion experienced 17 months of decline sales. Improved sales were in April and May – by 41.5 plus 28.4 percent, but the sales dipped in June once again. “If we could relaunch Scion, I wouldn’t ever have called it a youth brand, because it’s a kiss of death,” Brian Bolain, a former Scion corporate manager, told Automotive News. “It creates problems when you start labeling.”

Once the dust will settle from the high prices on gas, Toyota will be needing to resolve the identity crisis. Whatever this may involve, it will meaning some drastic changes in the future for Scion.