March 15 -- At first blush, it seems strange that Toyota would create a separate brand to win the hearts and minds of younger buyers.
After all, the Toyota and Lexus brands have had phenomenal growth with baby-boomers, starting when we were young.
In automotive marketing, getting the young buyer is the way to build for the future.
That’s the problem. Fewer than 20 percent of Toyota’s buyers are under age 35. That compares with nearly 40 percent for Mitsubishi and about 30 percent for Honda and Nissan.
Toyota’s Scion brand (pronounced sigh-on) means offspring or "son of."
Scion will fail if it tries to spoon-feed young buyers with geeky products that look like they came from Japanese comic books.
What young buyers really want is value.