Scion is changing approach to fit evolving market

Article by Anita Panait, on January 22, 2014

Scion is modifying its marketing and product-planning approach as its market continues to evolve. "A lot of our early stuff was menacing and sinister, and that appealed to an edgy, cynical consumer," Scion vice president Doug Murtha told Automotive News said in an interview at the Detroit auto show.  He said that Scion buyers "want a little more daylight, a little less Gotham,” noting that they have to differentiate the youth brand from Toyota.

Murtha said that while it is enticing to place Gen Y buyers in a convenient psychographic box, the 2004 “millennials” had very different beliefs from those who are reaching driving age today.  

He remarked that today’s young adults do not have a strong economy and a cash-rich parental safety net to underpin their values. "We are still targeting 18- to 34-year-olds, but 60 percent of that demographic bucket has changed since we came to market,” Murtha said, noting that their makeup and experiences are different.

He said that their current target market is more resourceful, less self-centered, but is still independent-minded. He remarked that while in 2004, young buyers "expected all the bells and whistles,” they are now more pragmatic “about things they are not able to pay for."

He remarked that while Scion located its pricing range into the mid-$20,000s with the FR-S and has studied placing other cars in that band, it has no intention to lose the value component to the brand. “We need to keep a foot in the entry part of the market," Murtha said.

Topics: scion

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Remember Zenos Cars, a British carmaker that specializes in designing and building lightweight and high-performance sports cars? If you are wondering how the company is faring with their E10 lightweight...
by - January 21, 2017
Mercedes-Benz has revealed that in 2017, its series 124 coupé will be celebrating its 30th anniversary. While this itself is a significant event, it will also mean that this model...
by - January 21, 2017
BMW’s 550i xDrive has long been considered as one of the most successful business sedans in the world. For the brand, this may not be enough as it has officially...
by - January 20, 2017
Amazon is now moving beyond the four corners of online retailing. Only recently, the retail giant has been awarded a patent for its Road Network system. Since the patented technology...
by - January 20, 2017
The newest version of the Lamborghini Huracan is not a Superleggera, but a Performante. When Lamborghini filed for a patent for a new name, there were still debates whether this...
by - January 20, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries