Scion hopes that Zeus commercials will help it boost sales

Article by Christian Andrei, on September 30, 2011

Scion’s new set of commercials for the xB and xD hatchbacks features Greek mythology, Zeus in particular. These models are on the fifth year of their model cycles and would need all the marketing push they can get. The ads portray automotive retailing similar to shows like MTV's "Cribs" and Speed Channel's "Unique Whips."

While a synthesizer-and-drum backing track is playing, Zeus provides a tour of his “cradle,” a megamansion where he parks his Hot Lava Scion xB that is "straight from Hades" and his Blizzard Pearl xD, which he says was "chiseled from the glacier peaks of Mount Olympus."

But Scion re-imagines Zeus as a dork who calls the online movie channel "The YouTubes” and whose head aches when he eats an Icee. The "whips" include a chariot. Zeus briefly appeared in spots that promote the special edition tC coupe earlier this year.

The new spots come together with a current campaign of commercials that show the Scion Racing team drifting tC coupes through a racetrack.

This year through August, Scion’s sales in the U.S. have risen by 14% to 33,769 units. This is slightly higher than a quarter of its record sales. Meanwhile, an 11% increase was experienced by the overall U.S. market.

Toyota Motor Sales, U.S.A., Inc.'s Scion launched the 2008 xB urban utility vehicle at a 2007 Chicago Auto Show press conference. The xB was first seen in 2003 and its boxy look fast became iconic for the Scion brand.

Scion vice president Mark Templin says that Scion is the most attuned to its owners out of all the cars in the industry and the 2008 XB is probably the best example for that. Templin intimates that the new XB reflects what their customers said they wanted: "a bigger box" in the Scion family.

Signature Scion Design

Similar to its predecessor, the new 2008 model was designed to be distinctive. The new compact has design elements inspired by the t2B concept vehicle that was unveiled at the 2005 New York International Auto Show. The design elements include the high beltline, smaller angles between its flat and wide paneling, inset taillights, stretched out headlamps that envelops the side of the car, rectangular grille, single rear backup light found on the left bumper and the pronounced fenders. You also get tinted back windows and turn signals that are built into the side mirrors.

A Smooth Ride Because of the Bigger Larger Chassis

The new Scion car was made bigger to accommodate a more exhilarating driving experience. Scion's engineers added four inches to the wheelbase and 12 inches to the overall length. The new XB is also three inches wider but is an inch or so shorter. So on top of being more spacious, it is also closer to the ground.

You can find 16-inch steel wheels, which is a full inch bigger than the wheel found in the previous model. You now have three standard wheel covers to choose from. Braking is also not a problem because of the bigger brakes and the 10.83-inch front ventilated discs and the 10.98-inch rear disc brakes, both of which are at least two inches bigger than their earlier counterparts. More than all of these, the McPherson strut rear and front torsion beam suspension also add to the smoother ride on the XB.

Topics: scion, advertising

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