Quote:
Originally Posted by PetrolioBenzina
Thanks again, I know it was a Toyota. Are you saying that the Scion corporate organization had nothing to do with advertising or product design?
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"Scion" was created because no one thought young Americans would buy a Toyota anymore after they'd mismanaged the brand into low-thrill people movers and grocery-getters. Scion did the marketing* in America, but had nothing to do with product design. Every Scion vehicle was badged as a Toyota somewhere else in the world. IIRC the move happened around the same time Lexus was created to be the upscale badge. The idea was to have three brands in America; a youth brand, a family brand, and a luxury brand.
*And I do mean marketing. While they did some traditional advertising (print/TV), their focus was more boots-on-the-ground guerilla advertising; like events and sponsoring music festivals. You know - for kids. It worked OK for a while in the 90s, but there really never was a valid reason to rebadge the cars.