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

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.

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