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Toyota believes heavy metal enthusiasts get a raw deal when it comes to being stereotyped as young, uneducated and prone to violence.
In fact, the Japanese carmaker sees the heavily tattooed, headbanging set as a best bet as its Scion brand shifts its target demo and hones in on the subculture it says is most likely to drive home in one of its vehicles.
“We really put a lot of effort into the metal market because they actually buy cars,” said Jeri Yoshizu, Scion’s manager of sales promotions.