**Funny picture for the mind**
Leader: Yea dawg let's go bust a cap in their azz.
[a few minutes later] pop pop pop (screaming from background) Gunman 1: Hit it man! Hit it!
Gunman 2: Faster dawg! Floor it!
Driver: I am! What was it about 80 horses to the wheels that I didn't get?!
okay stupid sorry
(May. 20, 2004) An event that takes place upstairs in a high tech club called Powder/Deep Studio in New York City with walls lined by flat screen monitors, colorful lighting throughout the club, hip-hop music playing and waiters serving appetizers as they direct you to the open bar, may seem like a music, film or fashion affair but it is, instead, a Scion presentation.
This is just one aspect of Scion's marketing strategy developed to target a very specific audience of young urban (male in particular) consumers with a focus on the music, film, art and fashion industries.
During the presentation, Scion unveiled the third and newest member to their car family - the 2005 TC. The TC is a sexy sleek sports coupe - seemingly modeled after an expensive sports car - that has a unique panoramic moon roof (covers the front and back) as a standard feature. The list price is only $16,465. The first two models from Scion are the XA, sporty and compact with a list price of $12,995 and the XB that looks like a small SUV with a distinctive European design and a list price of $14,195. Downstairs at Powder, Scion hosted a session where you could see, touch and feel the energy of all three models as well as take a test drive if you wanted to.
Scion has not missed a beat with marketing and design ideas to maximize the allure. They created a buzz by Scion's slow introduction into the car market and tapped into the computer generation by offering online services where you can order and customize your vehicle before it even hits the dealership. By partnering with Pioneer, Scion insures that all their cars are equipped with a dynamic Pioneer Sound System that has six speakers and a CD player that reads MP3 files as a standard feature. Not only does this brand have amazing standard packages but they also offer 40 accessories to customize the cars including the Toyota Racing Development (TRD) accessories that make your ride look as if it came straight from a custom body shop.
Like the Hip-Hop community, Scion has created a culture. One of the cornerstones of this culture is the name itself, which means descendant or heir, ideal for the connection to the quality of the Toyota/Lexus brands and also a name that has a futuristic sound. This is brilliant marketing steeped in a philosophy that emphasizes free thought and expression with the concept of having lots of standard equipment, being compact but roomy, affordable with stylish euro design and versatile with opportunity to personalize.
Scion also has a magazine that gives details and the latest developments on their car series with an added appeal found in sections like Traffic that rolls through "bumper to bumper" stories on music, art, film, fashion, technology and events and Test Drive that cruises by album, magazine, video game and film reviews. In addition, the magazine has various articles on luminaries such as producer Kanye West, the legendary graffiti artist Eric Haze and Montreal's urban artist trio Heavyweight. Fueling their engine even further, they have produced a music CD sampler as well as a 20 minute movie that was shown at the Tribeca Film Festival and features international DJ King Britt and musician ?Quest Love from the Roots. With cutting edge design and creative marketing, Scion is staying on the pulse of what's new and hip and challenging a young urban generation to move to the next level of automotive innovation.