Scion Continues to Lead Generation Y Marketing

xPress Fest afterparty developed by Toyota's Scion youth division

Toyota executives know what it takes to stand out with Generation Y and have continued to the push towards the "Scion" brand—a hip, customizable line of cars meant solely for the millennials. Mark Rechtin of Automotive News reported Scion's latest promotion in marketing to Generation Y, the xPress Fest event in Los Angeles. xPress Fest finances Gen Y filmmaker's music videos for up and coming indie-rock bands, attracting an anything but "mainstream" brand image for Scion.

The three Scion vehicles in market are the xB, tC and xA. Ranging from $13,270-$16,740 the price is right in line with high school, college and graduate students to purchase and make their own. Visiting the Scion Web site millennials are directed to "optomize" their Scion by choosing flashy accessories and graphics and even select the wardrobe to match with "Scionware." So far, Scion has it right on track with marketing to Generation Y: personalization, underground, custom, culture and philanthropy.