How is Scion addressing its target market with regard to positioning and the product itself? Is the product de

Answer 1

I think your question is a little vague but I think I may know where you are going. Scion from what I am seeing has positioned itself in the market place through primetime TV advertising. Their target market consisits of Adults with a disposable imcomes between the ages of 35 to 65. Gen X'ers, families and Babyboomers. Scion has not been around long enough to grasp the younger influx of potential car buyers at this point in time. But with savvy marketing, Appealing eye candy advertising in print, TV, and even internet marketing they may have a chance to brand themselves in the eyes of the younger generations who aren't nessesarily in the market. It's like Insurance. The younger generations today aren't thinking of auto insurance, Home owners insurance or even life insurance...so it's NOW marketing. Get thier attention now so when they are ready to enter the working/buying world they will remember. And If that didn't answer your question...Better luck to the next person. :)

Answer 2

I disagree with the above answer, Scion is completely talking to a younger buyer who is just getting into the market.

Studies have shown that the 16-30 year old market tends to mod their vehicles more often than any other market, if you check the scion, they are all about modification and personalization.

Also, just looking at the topics on the site, a strong emphasis on scion culture and healthy credit tips points to a less educated consumer. They aim to create brand loyalty by answering the questions their young buyers have.

The price coupled with the designs and modifications available say this brand is shooting for a younger market. It leaves Toyota to be the brand for everyone else.