Scion Takes a Page From the Premium Makers

Scion, Toyota Motor Corp.'s youth-focused small-car brand, has decided it is too hot for its own good.

The brand is on track to beat its 150,000-car-a-year sales goal by 25,000 vehicles in 2006. That is a big reason why Toyota has surpassed DaimlerChrysler AG this year to become the No. 3 auto maker in the U.S. in sales.

But instead of riding that momentum to increase sales still further, Scion plans to throttle back production to keep sales from going above 150,000 vehicles next year. It is part of marketing strategy to keep the brand special and, above all, cool.



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Agent009 - 11/13/2006 9:26:50 AM

+1 Boost

Scion is realizing that massive sales can dilute the brand sales.

In order to maintain a degree of exclusiveness, you limit production and the factor of hard to get keeps the demand up. You can gain a longer term sales over the course of the brand life by marinating the exclusiveness.

There are numerous examples of this philosophy currently employed marketing this approach to the consumer. Perceived exclusiveness equals higher demand and desirability. Marketing 102.

Agent009 - 11/13/2006 11:12:05 AM

+1 Boost

should be:
Scion is realizing that massive sales initially can dilute the brand sales long term.

99gs400 - 11/13/2006 10:22:44 AM

+4 Boost

Scion TC in my opinion is the best bang for the buck. ( style, reliablity, price ). Good for scion and toyota
that they have the market in the palm of there hands.

mstangpny07 - 11/13/2006 6:43:45 PM

+1 Boost

Any ideas what they're gonna relase in spring?
Maybe a run-off of the new corolla? Like a hatch?