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The tC is a new design based on the European-marketed Toyota Avensis. Scion's long-term goal is to appeal to Generation Y consumers, expected to dwarf the market size of Generation X by 2020. Scion grew from Toyota Project Genesis, a failed effort to bring younger buyers to the Toyota marque in the United States. Scion is Toyota's entry-level brand, slotting below Toyota in the lineup. Currently, Toyota markets Scion-branded vehicles in the United States, Guam, and Puerto Rico. MarketingScion uses sales tools such as "Pure Price," innovative Internet advertisements, and monospec trim levels with a wide selection of aftermarket accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion badge. "Pure Price" means that the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership, is the price customers will pay. This includes vehicles, accessories, finance and insurance products. Pure Price is designed to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be open and consistent to all customers. The concept is not new to the American market, having been introduced in the early 1990s by the Geo and Saturn marques of General Motors. Scion's sales approach thus differs greatly from that of the larger Toyota entity. In the United States, for instance, the Toyota Camry offers several trim levels: the CE (for budget-conscious drivers), LE (popularly equipped), SE (for sporty drivers), and XLE (for luxury-minded drivers). In contrast, all Scions have one standard trim level (monospec) and are designed to be uniquely customized for the driver. Begining in late spring 2004 with the launch of the 2004 Scion xB RS 1.0 (Release Series 1.0) Scion decided to create limited edition vehicles pre-packaged with exclusive accessories in limited quantities. Limited Edition vehicles from a marketing standpoint were used to create a buzz for the brandname, with their often exterior colors tending to be loud or bright hues (i.e. orange, yellow, red, blue, green). Because of the growing popularity of the scion productline and the scarce production runs (most dealers only get 2-3 of each RS model), these limited edition vehicles quickly sell out. Preordering is available at each dealership on a first-come, first-served basis. To the customers benefit, Scion's "Pure Price" MSRP bounds dealerships against market-demand vehicle mark-up. Naturally, resale values of Release Series vehicles command a premium because of their packaged options and scarcity.
Release Series Vehicles2004
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