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    Scion is a wholly owned subsidiary of the reputed Toyota Motor Corporation. Scion was launched at the New York Auto show on the 27th of March 2002. The Scion is a division of Toyota Motor Corporation that aims at targeting the younger target group (Generation Y as it is referred to). The Scion vehicles are designed and developed in a manner to cater to the needs of this target audience that requires a trendy and younger looking vehicle that reflects their personality and style. The Scion vehicles are positioned lower than the Toyota fleet. The Scion Cars are available with a front wheel drive option. The Scion vehicles in the year 2003 were made available in 105 Toyota outlets in California and slowly spread its wings to the South, Southeast and the East coast.

    The Scion vehicles are presently available in three different Car models namely, the Scion tC (a compact car launched in the year 2004 that has found favor with its intended target audience), Scion xB (a 5 door compact wagon) and the Scion xD (a 5 door subcompact hatchback).

    The Scion marketing strategies include advertising using the Internet and also incentives like accessories to make the whole deal very attractive to the prospective customer. The new marketing strategies adopted include the use of advertisements and posters in cinema theaters. The Car company believes in understanding the pulse of Generation Y and catering to its needs completely.

    The Scion vehicles are available in attractive trendy bright colors to suit the taste of Generation Y. The colors include blue, green, yellow, red and orange. The tremendous increase in the sales of the Scion vehicles goes to show the success of its marketing strategies and the quality that it offers through its vehicles. The Scion company aims at a limited production so as to offer the best possible package or deal to the customer. The vehicles can be booked in advance at the dealers. A first come first serve policy is adopted by the dealers to ensure the satisfaction of the customers.

    The limited supply or availability of the Scion vehicles has made it a very sought after vehicle that commands a high resale value. Toyota has positioned the Scion vehicles appropriately and selected the right marketing tools for the campaign to make the Scion vehicles a household name. The Scion Car company offers 40 different types of accessories that can add to your Scion vehicle in terms of beauty and utility.

    The Scion company has been successful in their effort which is evident from the popularity of the Scion vehicles. The new Scion tC has also proved to be a commercial success speaking volumes about the quality and comfort of the Scion vehicles.


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