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Scion marketing to stay outside mainstream.

Publication: Automotive News
Publication Date: 07-MAY-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Scion marketing to stay outside mainstream.(News)(Toyota Motor Sales U.S.A. Inc. Scion Div.)

Article Excerpt
Byline: Mark Rechtin

Scion is redesigning two of its three cars this summer, so its marketing will focus on the hardware, right?

Wrong.

Expect barely a mention of the redesigned xB and new xD hatchbacks in Scion's summer advertising, executives say. Instead, Toyota's youth brand will continue to emphasize image, not product.

And you'll have to look hard to spot Scion ads in the mainstream media.

"We could advertise in Newsweek and USA Today and sell more cars, but that's not what Scion is about,'' says Steve Haag, Scion corporate manager. "It's brand first. If people want to...

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