Toyota’s youth-oriented Scion brand, which has been selling two small five-door hatchback models only in California since last June, is now available through 383 dealers in 23 states in the Gulf States, Southeast and East Coast of the United States.


“We’ve gained an incredible amount of experience in the eight months between the California launch and now,” said Scion vice president Jim Farley. “Listening to our target buyers and our dealers in California has helped us fine-tune sales processes, accessories, training and marketing for this second phase in our launch strategy.”


Scion is now on sale in Texas, Arkansas, Oklahoma, Louisiana, Mississippi, Alabama, Georgia, Florida, South Carolina, North Carolina, West Virginia, Virginia, Maryland, Pennsylvania, Delaware, New Jersey, New York, Connecticut, Rhode Island, Massachusetts, Vermont, New Hampshire and Maine.


“Scion’s target buyer is information rich, time poor and highly technology savvy,” Farley claimed. “Scion caters to this influential generation with unique products, a distinctive dealership environment and a revolutionised sales process.”


Toyota dealers have either installed the Scion showroom within their current dealership, expanded their showroom or built a separate facility.


Next June Scion will simultaneously complete the national rollout and launch its third vehicle, a small sports coupe.


“Scion is not Toyota’s sole youth strategy. However, it is a vital and important part of it,” said Farley.