Honda and Nissan Set Sights On Scion

Influx Insights has a nice review of the announcement that both Honda and Nissan plan to launch competitors to the Scion. The Nissan product  will "likely to have strong appeal with the street racing and modifier/tuner crowd" whilst Honda’s product will look more like a "glorified min-van".

We’ve always had mixed feelings about the authenticity of the Scion launch, but when PSFK spoke to David Gensler recently he praised the fact that at atleast they tried to do something different - and young adults respond to that. Influx believes that Scion has created a real connection with buyers too and even suggests:

"While Scion’s Japanese rivals plan to introduce models into the
country, it is unlikely that they can achieve Scion’s cult like
success, without a radical marketing strategy."

Influx