Toyota Motor Sales USA has announced that its third vehicle model line will be called Scion.
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TMS will host a press conference at the New York motor show on March 27, to show concept vehicles and to announce plans for how Scion will be launched and marketed.
“With any name, automakers spend a lot of time researching it and doing a lot of focus groups and this name has a lot of positive feedback,” Toyota spokesman John Hanson told the New York Times (NYT). “It’s a next generation, and that’s precisely how we see this new line.”
Citing Toyota, the NYT added that Scion will not be a separate brand, and will be sold at US Toyota dealers, though Scions will have their own marketing campaigns, with the internet taking a prominent role.
The Scion logo has a certain “skateboard chic”, the NYT said, with the word “Scion” spelled out in a stretched-out, sci- fi font, and sharp fins protruding from the middle.
Toyota has previously said Scion will be aimed at US youth, long a concern for the US market#;s fourth largest car maker, whose products are usually seen by said target group as best suited to families and retirees.
“We’ve done a really good job with the baby boomers,” Hanson told the NYT. “This is for a next generation of buyers.”
