Scion’s Secrets
Posted by anastasia on 05-02-2005
USA Today praises Scion for its successful marketing to Gen Y. This article is certainly not the first to give Scion props, but it does list the following characteristics of Gen Y (which Scion has capitalized on)…
They’re richer – “They aspire to luxury. If they can’t afford luxury, they’ll take luxury touches….”
They’re individualistic – “To young drivers, cars aren’t just transportation. They’re another form of fashion apparel, the last thing to wear in heading out for the day.”
They’re Web Savvy – “Scion’s Web site gets a million hits a month. Two-thirds of buyers configure their cars with the colors and options they want on the Web site before they walk into the dealership.”
They’re immune to traditional advertising – “Carmakers stage events hoping to ‘just sort of make the vehicle appear in their daily lives,’ says Gordon Wangers of Automotive Marketing Consultants, which did some of the outreach for Scion.”
Luring with art and music – “Scion created a traveling art show featuring works by artists with names such as Buff Monster and Stay High 149. Wangers says his ‘tattooed, pierced and dreadlocked crew’ held test-drive events in front of popular restaurants, clubs and record stores.
Definitely read the whole piece…
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Categorized under: Youth Marketing