Motorhead vs. Mariah Is Easy Choice for Scion | Adweek Motorhead vs. Mariah Is Easy Choice for Scion | Adweek
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Motorhead vs. Mariah Is Easy Choice for Scion

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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% through July, per Autodata, Woodcliff Lake, N.J. However, critics claim that the brand's hold on the coveted target demo is not as solid as it has been. To establish itself anew, Scion is chasing 18-24-year-olds who are just forming their buying habits. These entertainment efforts have been led and coordinated by Jeri Yoshizu, sales and promotions manager for Scion at Toyota, Torrance, Calif., She spoke with Brandweek about marketing strategies.

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