Understanding Scion’s Marketing Plan

There’s a very detailed look at Scion’s marketing operations over on Automotive News. Lots of juicy facts and insights:

Scion research states that the average age of its drivers is 31, the youngest of any car brand in the United States. But Templin concedes that Scion also attracts its share of boomers and retirees who like the well-packaged, low-priced hatchbacks.

Not that Templin has a problem with that. He compares Scion to Red Bull, which means different things to different audiences. The cough-syrup-flavored beverage appeals to athletes who want quick carbohydrates, nightclubbers who mix it with vodka, and students who like the caffeine rush for studying. Because these groups likely will never encounter each other, it’s OK for all those groups to enjoy the product, Templin says.

Automotive News