Toyota Takes New Marketing Path

The June launch of Toyota Motors Sales’ youth-oriented Scion vehicle will be supported by a specially created “discovery zone” in dealer showrooms throughout California, the car maker said. Included will be a 50-inch plasma screen and Internet kiosks that will enable buyers to customize their order as part of a “personalized” experience.

At a “coming out party” for the Scion at the Greater L.A. Auto Show last week, Toyota executives stressed that the model’s marketing effort will rely heavily on the showroom experience and nontraditional marketing approaches.