Scion Targeting a More Youthful Market

Few brands illustrate the automotive industry's obsession with all things hip and young better than Scion.

Created by Toyota in 2003, Scion boasts the youngest customer base of any brand sold in the United States, with 31 being the average age of its customers.

But Scion thinks it can do better.

At the Chicago Auto Show on Thursday, the Japanese automaker rolled out two new and more powerful vehicles designed to appeal even more to the Internet-dwelling, trend-savvy crowd. One is the next generation xB wagon; the other is the all-new xD five-door.

"They're a smart, diverse population and they know what they want," Jim Press, president of Toyota Motor North America, said of that generation. "It's this group more than any other that's demanded great change in the auto industry. They've caused us to rethink how our motor vehicles are designed, sold, financed, delivered and serviced."


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flozel1 - 2/9/2007 12:41:43 PM

+3 Boost

31 is young??? This makes me feel good.

SupraNeverBack - 2/9/2007 1:30:49 PM

+2 Boost

Because many grandpa/grandma like Scion too, especially xB. For one grandpa, they need 10 kids to bring the average down to the level 30. ^0^

AUDIMAN4 - 2/11/2007 5:34:53 PM

0 Boost

I'm 21 and I'd NEVER buy a Scion. I'd never buy any Toyota product. I don't like their practices.

trd1 - 2/9/2007 1:29:26 PM

+3 Boost

buddy 31 is young for the average, you know the average of a MB is like what 60/70.

M53R - 2/9/2007 1:50:10 PM

+2 Boost

Well they better make proper designs because the new xB and xD look horrible

SupraNeverBack - 2/9/2007 1:54:59 PM

0 Boost

Well, if you think the new xB and xD look horrible, then you are too old but not old enough yet.

S4cabriofoxone - 2/9/2007 6:32:01 PM

-2 Boost

Young people don't have to have bad taste. The xB and xD are not attractive. I'm glad the stylish tC is still in business.

My son, for example, likes his Honda Civic and my A3. He has good taste.

M53R - 2/10/2007 4:35:35 AM

+1 Boost

Im 22........

Sauceboy01 - 2/9/2007 4:25:14 PM

0 Boost

tell us something that's not obvious.

5MTenthus - 2/9/2007 5:23:51 PM

+1 Boost

If I was an old man, a car from Toyota would sound pretty good to me for $14,000. As a young enthusiast, 158 horsepower doesn't quite do it for me.

S4cabriofoxone - 2/9/2007 6:32:53 PM

-2 Boost

Well, I don't think you (or your parents) could do much better when you're in college.

It's not like your average 19-year old can afford an M3- let alone their parents.

chewy - 2/9/2007 10:21:09 PM

+1 Boost

The perevious ones were outdated and pretty poor looking. The new ones aren't too bad. But the interiors are horrible.

The average age might be higher than it is because the parents take out the loans and that is the recorded age.

But most kids that get a free car when they are young usually have parents with plenty of money and those kids want something a bit more fancy.

S4cabriofoxone - 2/9/2007 11:26:53 PM

+1 Boost

No, a lot of retirees pick these up. Cheap, fuel efficient and versatile. They serve at both ends of the market.

trd1 - 2/9/2007 11:30:37 PM

+3 Boost

i would take the Xb and Xd with the kit over any civic and day. because the Tc is faster then the new civic si. so since the engine is being droped in the new Xb, it means that it would prabaly be faster then the civic to.

Westside7th - 2/10/2007 12:58:45 AM

+1 Boost

Scion produces some of the ugliest cars I have ever seen.

MercBasher - 2/10/2007 11:27:02 AM

+3 Boost

I like to have variation in car design and I applaud Scion's courage in vehicles. Initially I thought the xB was hideous, but now several friends have them as second cars, they are kind of growing on me.

louisvuittondon - 2/10/2007 2:18:38 AM

+1 Boost

Since they made it all bigger than the previous versions....They are catering to the young FAT Americans that spend too much time on the internet and mcdonalds? ....Well at least its a big market.

kpaxx - 2/10/2007 7:27:45 PM

-1 Boost

I am young and I would never buy a scion. They look fugly and they are POS.

CARGUY - 2/10/2007 9:40:42 PM

+2 Boost

Actually, Scions are relatively solid, and they come with an almost unbelievable range of standard equipment for their category. I won't argue with you about the fugly part, but I'll say that many people DO like Scion designs.

EL34 - 2/11/2007 3:25:59 PM

-2 Boost

No offense, but I'd rather drive an Audi, BMW or Merc over this Scion.

2JZSoarer - 2/12/2007 12:48:08 AM

+2 Boost

Well I'm 24 and think they look pretty good,but I would still prefer my Lexus SC300 twin turbo or a used Supra TT over these or any other new cars!!

austintyson - 2/18/2007 7:54:36 AM

+1 Boost

these new ones are a joke in looks. who cares if they are good cars or not.. who wants to be seen in one of these.. one thing is for sure, they make the first gens look stylish.. I can't believe Toyota is thinking we are that borig to want these things.. Lets have some fresh good looking cars again..