Scion

Scion is a line of vehicles manufactured by Toyota for the North American marketplace. Founded in 2002, Scion’s objective has been to attract Generation Y consumers, or those born after 1970.
The initial Scion vehicles, the xA hatchback and xB wagon, were sold in California in 2003. A sports coupe, the tC, followed them with a nationwide launch in the United States in 2004. A successor to the xA, the xD, was introduced in 2008, and the Scion make stretched to Canada in 2010. The Scion assembly utilizes a single-trim, basic acquisition procedure, and the line has relied upon viral and revolutionary promotion system. The Scion name, which denotes the offspring of a family or heir, refers to both its vehicles and their owners.
In 1999, Toyota initiated Project Genesis, a campaign to draw younger consumers to the Toyota brand in the United States. This project was designed to generate a “line within a line” in advertising and sales approaches for compact and coupe models sold by Toyota. The endeavor, which incorporated the introduction of the Toyota Echo economy car in addition to the late-generation Toyota MR-2 and Toyota Celica models, was considered ineffective and aborted in 2001. As a result, Toyota decided to initiate a separate brand, an endeavor named Project Exodus which became known as Scion.
Scion was originally unveiled at the New York Auto Show in 2002. There were only a pair of concept vehicles, the bbX (which became the xB), and the ccX (which was later known as the tC). The 2004 xA and xB were introduced at the Greater Los Angeles Auto Show in January of 2003. They were only offered in 105 California Toyota dealerships when they were launched in June of that year. The succeeding presentation of the brand to the South, Southeast and East Coast came in February 2004. Scion vehicles became accessible throughout the United States June of 2004, corresponding with the release of the 2005 tC. In December of 2006, Scion unveiled the next-generation xB, based on the t2B concept, and the new xD, the xA descendant, at an invitation-only, no-camera event in Miami. Each vehicle was publicly launched in February of 2007 at the Chicago Auto Show.
Scion is a result of Toyota’s applying “Value Innovation,” a chain of articles written in the Harvard Business Review and later summarized in the book “Blue Ocean Strategy.” Fundamental issues of Toyota’s approach were never published, but consist of price, factor options, performance-driving metrics, confidence in buying and 21st-century radio.