Scion doesn’t have a long, rich or storied history (having been launched just over 10 years ago). Nor does it have multi-generational consumers, strong name recognition (some people still call it ‘Sky-on’) or a product lineup that’s typically discussed in detail over dinner at Morton’s (all MSRPs start below $26k). But considering the overwhelming success of the brand, none of that seems to matter.
Scion was originally created by Toyota as an experimental product line to draw Generation Y consumers into the North American sales funnel. The thought was that the folks they attracted at an early age would later enroll at Toyota College and graduate from Lexus University. And by using a fresh sales approach, innovative marketing techniques and consistent focus, Scion has capitalized on that approach and blossomed into an automotive brand more than able to stand on its own.