Scion Reaches Generation Y Counterculture

What large automobile maker would sponsor little- or unknown artists at sample fashion sales, art shows and concerts? Toyota Motor Corporation’s young-buyer brand, Scion, is quietly hosting these events across the country – but only in locations deemed "edgier" by the Hollywood movie scouts that find them. The young and hip attending are not necessarily aware that the auto monolith is behind these happenings, but Scion is gaining a trove of information about them. From fashion to music, Scion hopes that synching with this young crowd now, will create lifelong, loyal Toyota customers.

Jeri Yoshizu is credited with one of the most successful youth brand launches in the automotive industry. Scion has experienced tremendous success in just four years – selling under 11,000 vehicles in 2003 to over 173,000 in 2006. Yoshizu attributes the success to this: instead of selling Scion as a counterculture supporter of the creative arts, actually make Scion a counterculture supporter of the creative arts. This is helping to create a positive buzz about the Scion brand, without overwhelming the senses with traditionally aggressive automobile advertising.

Strategists at Scion know that image is everything to the 20 to 25-year-olds they are targeting. That is exactly why they are aiming their influence at young trendsetters, the consumers who are the first to adopt a new product or style and influence others to do the same.

Templin, vice president of marketing at Lexus before coming to Scion, said these events are "about bringing people to Toyota who wouldn't have been here before."

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