Scion xD and anti-marketing marketing

Consumer curiosity killed the cat, roll over Scion xA enter xD.

Due to Scion's strategic guerilla marketing plan, a mere commercial or billboard is probably the extent of what you have seen or heard about this brand. Most probably tune-out current advertising efforts due to their vague, non-informative, yet intriguing copy points. However, for the niche group of “urban” hip-hop enthusiasts that the Toyota brand is aiming for, they’re right on target. Through the use of non-traditional media, Scion looks to recruit “urban trendsetters” to jump on board with this brand.


In an effort to continue to push their brand Scion has come up with a new model, the xD, to be released in August 2008. This model will replace the former xA boasting the most affordable and smallest Scion yet. Don’t be fooled by its stocky subcompact exterior, this vehicle packs 128-hp and 1.8L four cylinder engine with variable timing mated to either a five-speed manual or four-speed automatic. The xD is comparable to the Toyota Yaris and Corolla. Sliding and reclining rear seats for optimal passenger comfort comes standard along with 6 speaker stereo, iPod connectivity, power locks, ABS, a tire pressure monitoring system and side curtain air bags. The xD is the first mainstream subcompact in the U.S. to offer an OEM navigation system and will be the cheapest car to make OEM navigation system available. You can get your hands on this hot commodity with a base price of only $14,000.

I too am a victim of their intriguing marketing tactic. In my constant pursuit of non-conformity, I needed a car that matched and complemented my personality and style. Customization is the name of the game that Toyota’s sister company plays with their client, literally plays. Scion.com allows for the customer to have an entertaining experience expressing themselves on a blank slate starting with choosing the model, color and any amenities that you could dream up. In the end, you can print out a copy of your vehicle vision and take to the dealer. Or, terminals are set up in each dealer in case you need to be in the right element to get your creative juices flowing. When all was said and done, I bought my tC in June of 2005. I got a gray “flint mica” 2006 tC with a rear spoiler, mud-flaps and branded car mats for just under $20,000. With amazing financing, as a college student my payments were set at an affordable $330 a month. I originally set out to buy a used car, but you can’t beat that price for a brand-new stylish vehicle that retains the up most in value even after being driven off the lot.

**Attend one of Scion's underground hip hop community events to see grassroots brand marketing at its finest. Or, get your concert tickets to this summer’s hottest scenes.