Quote:
Originally Posted by Rampage
The Japanese must think all Americans are rich and pay for their kids education and buy them a new car upon graduation. Listen up Japan. It ain't so! Your target demographic is swimming in debt before they even enter the job market,
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It was made pretty clear at the First86 event in Long Beach that the market for this car was NOT the 18 to 24 year olds. First, I would say the median age of the group in attendance was well north of 30, maybe even 40. Second, we received a preview of the intro commercial and as part of that they addressed the "youth brand" and explained that their goal was for Scion to have a lower median age by appealing to those that were "young at heart". They wanted Scion's median age to be 10 years less than Toyota's, which still put it in the 40's. (Average age in the US right now is 52 for all cars, see chart below a little outdated but probably still accurate if it hasn't moved further right).
Yes, there is a need to "get 'em while they are young" to create brand loyalty, but that only works if you have cars to move up to, which there isn't with 86, at least not yet.
