Scion was rare amongst car brands for being explicitly youth focused, and furthermore for the Scion Audio Visual project, which released a great deal of metal music related content in its heyday, including a couple of freebie singles and promotional EPs. Sure, most of it was trash we at DMU would dismiss immediately, ranging from the products of Immolation (Providence) and Enslaved’s (The Sleeping Gods) decay to a digital single from Repentless, but if these releases meant that a youth would purchase a car from Scion/Toyota instead of one of their competitors, then the entire scheme was an effective loss leader.
Despite this, Scion recently announced on their official website that Toyota was going to end the Scion brand and transition its products back into the main Toyota lines. Dissecting the corporate marketspeak is difficult, but apparently mainline Toyota products are now doing better with young buyers than they were back in 2003, when the Scion brand was first created. At the moment, it’s unclear whether Toyota will keep Scion A/V going in any form, but I’d say its outlook is dim, since without the Scion brand, Scion A/V would have to work overtime to point its customers towards Toyota products without being criticized for corporate shillery. Rarely do these developments in the automotive industries significantly affect metal fans, but Toyota’s personnel, at the very least, claim they learned useful lessons from operating the Scion brand.2 Comments
Tags: advertising, automotive industry, cars, lifestyle marketing, marketing, scion, scion a/v, toyota