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Article: Scion's dilemma: Be hip - but avoid the mainstream; Brand sponsors underground artists, events to bond with young consumers.(Toyota Scion)
- Article from:
- Automotive News
- Article date:
- May 22, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Mark Rechtin
By the time you hear the DaKAH Hip-Hop Orchestra on your local radio station, Scion won't be promoting them anymore.
Toyota's youth brand will be seeking out the next underground sensation. That's the essence of Scion's marketing strategy: If you've heard of someone, chances are Scion is long gone from the picture.
Toyota's youth brand has targeted Gen Y buyers - fast, hip and allergic to traditional advertising - since it was launched in 2003. While other auto brands attach themselves to cultural icons such as Tiger Woods, Scion sought the obscure but hip.
That strategy has worked so far. Last year Scion U.S. ...
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