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When Toyota unveiled Scion at auto shows in 2002-03, Jim Farley, who then was a vp at the company, proclaimed, “We’re about providing Generation Y with concepts that stand out from the crowd.” Indeed, marketing support positioned Scion as being quirky with a hefty dash of individuality, and came with a DJ/hip-hop soundtrack. Art shows, musical performances, a series of CDs with artists outside the boundaries of mainstream and other “culture-vulture” events drove, and built, that connection.
In 2008, as the auto industry has struggled, Scion sales are up 7.1%
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