menu

Second Shot Photo Report: PSFK At The Scion IQ Press Event In LA

Second Shot Photo Report: PSFK At The Scion IQ Press Event In LA
Advertising

PSFK visits the launch of Scion's new tiny, urban, 4-door automobile in California.

Timothy Ryan, PSFK Labs
  • 1 september 2011

The Scion IQ press reveal kicked off with a check-in and welcome reception at the Shade Hotel, a luxury boutique hotel located in Manhattan Beach, California where we would be spending the next two days learning about Toyota Scion’s soon-to-debut line of eco-friendly small cars. As is common with the unveiling of any new car, Scion wanted to gather a group of journalists and influential bloggers together to discuss the specifications and various components unique to their car in light of the changing industry. But it was in this respect that Scion took a different approach. As it was explained to us, the decision made was to separate traditional automobile journalists from cultural bloggers and publications to make sure the vehicle’s urban implications weren’t lost on the larger audience. All in all, the event would include a test drive and plenty of manufacturing information, but we also heard about the plans to market the car across multiple touch points in order to reach Scion’s target demographic.

The Scion IQ is the world’s smallest four-passenger automobile, just 10 feet in length with the official capacity of 4 passengers. The car is a model of innovation and engineering. It features 11 airbags, sixteen inch alloy wheels,  and an exceptional turning radius of 12.9 ft offering enhanced maneuverability in tight spaces. All of which is made possible through the relocation of internal components of the car, such as the gas tank, to afford space for these new features. Additionally, the car meets Tier 2 and ULEV 2 eco-friendly emissions regulations and gains 37 miles to the gallon in combined highway/city driving.

The impressive marketing campaign delves into the psyche of perceived Scion drivers. We were shown to the Scion IQ museum, a digital venture whose goal is to spotlight influential cultural movements and individuals from recent history, featuring artwork from producer Prince Paul and Sage Vaugn, among many others. The Scion Magazine and its 20th edition issue will tie into the Scion IQ’s innovative use of space by asking ten creative thinkers to design their ideal 10x10x10 live/work space. The common thread, it seemed, was that Scion sees this car as an innovation derived from and intended for the urban environment. Paying homage to the artists making use of ever dwindling space in an urban context draws a unique parallel between the IQ and the early urban adopters preceding it.

After a test drive and dinner sparing little expense, the evening wound its way down. There’s no doubt that the aesthetics of this car fall outside of the norm and that will have an effect on its sales. But it is entirely possible that Scion is ahead of the curve in predicting exactly what the urban professional is looking for in a car.

Scion

This post was created with the kind support of Canon Powershot:

Advertising
Trending

How Indiegogo Is Becoming An Adult Product Destination

Retail
Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Trending

Get PSFK's Related Report: Future of Automotive

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 21, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Advertising september 23, 2016

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

No search results found.