PSFK/IF! was on site at the 2006 NY Auto Show for the first of two press days. We attended both the Scion and Audi launches. Yesterday saw most of the...

PSFK/IF! was on site at the 2006 NY Auto Show for the first of two press days. We attended both the Scion and Audi launches. Yesterday saw most of the major brands holding press events. We're planning to stop by today for a bit to check in on a few more and we'll report what we saw tomorrow.

Scion debuted a world premier concept car called the Fuse. Mark Templin, Scion vice president, delivered a mini-brand recap of where Scion is in the market and what's coming. He defined Scion as an ‘owner driven brand'. To date, beyond selling cars, Scion also publishes a magazine, holds regular events at galleries promoting young artists, sponsors ExpressFest (a music event), and also runs a fashion label called Release.

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