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:

Pin It

Comments

Recommended

To the proud owners and owner-to-be of the Porsche 991 Carrera GTS, there's good news for you all. German automobile manufacturer Porsche recently confirmed to the public that the Porsche...
by - March 23, 2017
McLaren diehards, this is the moment that you're all waiting for. The British automaker recently publicized the teaser outline of its new automobile that will hit the streets soon, dubbed...
by - March 23, 2017
PSA seems very confident about conquering the world. The purchase of Opel/Vauxhall for €2.2 billion ($2.3B) from General Motors makes PSA the second largest car company, just behind the Volkswagen...
by - March 23, 2017
Reporting for duty. It’s been a year since the Victoria Police was loaned a new Mercedes-AMG GLE 63 S Coupe. In those 12 months, the coupe served as the law...
by - March 23, 2017
After making its debut at the Paris Motor Show last year as a concept car, the Trezor by Renault managed to bring home the 2016 Concept Car Design Of The...
by - March 23, 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