Scion, Toyota’s new brand

In 2002 Toyota Motor Corporation, also the founder of three other Motor Vehicle brands, Created a new automobile brand, Scion. Toyota Motor, a Japanese automobile corporation and also one of the worlds biggest motor vehicle brands, branched a new brand in order to target a different market. Hino and Lexus Motors, also created by Toyota Motors, are part of the luxury vehicles market. Toyota itself has taken over both the economical price and the eco-friendly market in order to meet almost all demographics. Toyota is now targeting younger consumers to purchase their newly founded brand, SCION. As Scion says in an article, “Scion’s long-term goal is to appeal to Generation Y consumers”. You might have noticed most Scion ads are in the following categories; movie theater ads, live sport games ads, TV ads in between movies targeting younger audiences. Even the Scion commercials are showing fast and smooth handling vehicles that attract more younger individuals. Scion is currently only served in North America and Puerto Rico and planning to expand to other countries.