An introduction to Scion cars

Scion is a sub brand of Toyota whose goal is to bring new and younger customers to the Toyota Company. Their range is smaller than many other car brands. However, its aspirations exceed those of larger more established brands, including parent company Toyota. They use guerrilla and viral marketing techniques to attract their target market, but ultimately the company will succeed or fail based on the cars it produces.

The Scion xD

The Scion xD is a subcompact five-door hatchback. It is well equipped with air conditioning and cruise control as standard, but it is more concerned with style than practicality. To appeal to young drivers, the car features a chrome tipped tailpipe and iPod connectivity linked to a Pioneer sound system. The premium Pioneer unit has an LCD display which can show images and the optional satellite navigation system can play DVD movies.

The Scion xB

The Scion xB is a five-door compact hatchback. It has a similar box-like look which characterises the Scion range. It is equipped with most of the features that are standard on the xD as well as extra features like privacy glass at the rear and under floor storage. Optional extras include carbon-fiber window trim, which lines the B and C pillars and the top of the window frames and illuminated door seals with blue LED lighting, which fit to the contours of the car’s front door sills.

The Scion tC

The Scion tC is a two-door coupe. This is a sports coupe with a 2.5 liter engine which produces 180bhp and propels the car from 0 to 60mph time of 6.5 seconds. Tire pressure monitor and anti-lock braking help maintain the car’s performance and keep the driver safe whilst the electric power steering system is tuned for performance and the Vehicle Stability Control system, which is also standard, detects and minimises any loss of traction.

The Scion iQ

The iQ is a three-door city car. It sticks with the box shape design found in the other cars and appeals to a marketplace which is more concerned with the environment and fuel consumption than power and performance. Inside, there is space for four people and, when driven with two occupants, the backseats can be folded into the floor to make a bigger trunk. It has a four cylinder engine and sits on 18" wheels. The final word Where Toyota’s aim is to appeal to everyone, Scion’s is to appeal to the youth market. The marque is living up to its expectations. Nearly 72 percent of its customers are new to Toyota and, whilst the average age of Toyota customers is 55, Scion's customers are an average of 31 years old.