Quote:
Originally Posted by kawazydude
"Saving" a brand means more than simply boosting its sales figure - it's about boosting its brand image. Given how amazing the FRS looks, no one denies the FRS will do just that, especially since the entire purpose of the car was to bring passion and excitement back into Toyota cars. But that's again why I'm so frustrated with Toyota USA's decision (thanks for pointing that out Xantonin): the purpose of the FRS/FT-86 was to boost Toyota's image in being able to make exciting sports cars again b/c of its lack of such cars in the past decade. Yet, Toyota USA thought it better to give the beautiful FT-86 to Scion. Why? Well, I think most would agree (including the two guys in the youtube video I posted) that it's because Scion was in greater need of an image booster than Toyota. Sure, there are no official reports from the company stating this, but honestly, would anyone ever expect a company to come forth and say this? I think we can all agree that the FRS is definitely meant to save, or at least significantly help, Scion's image and sales.
Now, I hope somebody doesn't then say, "But Scion is part of Toyota, so why would giving the FT-86 to Scion not also boost Toyota's image as a whole?" Well, it's b/c what we're talking about right now is the image of the respective brands as separate entities. If you don't understand this, then think about why most people still don't know that Scion is actually a Toyota brand, and let that answer your question my friend.
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Companies only care about image to the point where it sells their product. If they are moving Cars they could care less what the image is. If your image is selling to young people, but only 40+ year old females buy it they don't care as long as the profits keep coming. Marketing is a funny thing as as long as the product is moving they will pretty much keep doing whatever it is they are doing even if it's not selling to their target market.
Scion's image is of young, youthful, sporty Cars. The FT-86 fits perfectly within that. Toyota's image is of the Camry and Tundra. Lexus is the only other choice for something like this but they are a Luxury Brand, not a Cheap Brand.