Local Auto Dealers Roll Out New Scion Brand

NEW YORK, March 1 -- Many Toyota dealers in the area are adding a new brand name at their dealerships: Scion.

Aimed at trend-setting youthful customers, the Scion brand first went on sale last June in California, where it proved to be an instant sensation. This month, it rolls out in select Toyota dealerships in East, Gulf and Southeast states. Scion will go on sale in Midwest and Northwest states this June, completing the national rollout.

Two well-equipped subcompact models are currently available -- the sleek xA hatchback and the xB urban utility vehicle, both 5-doors. This coming June, a driver-oriented 2-door sports coupe called the tC will be added to the Scion lineup.

Dealers carrying the Scion brand will feature a high-tech area of their showrooms and specially trained sales personnel dedicated to meet the demands of an emerging culture of new-car buyers. Toyota estimates that 63 million young people from Gen Y will reach driving age this decade - an average of seven every minute.

"Scion's target buyer is information rich, time poor and highly technology savvy," said Jim Farley, Scion vice president at Toyota Motor Sales in Torrance, Calif. "Scion caters to this influential generation with unique products, a distinctive dealership environment and a revolutionized sales process, all complemented by an astonishing sticker price."

A DIFFERENT WAY TO SHOP

Scion's target market has made it clear that they want a different kind of relationship with the salesperson. Target buyers point to timeliness, simplicity and comfort level as three essentials to the sales experience. Potential buyers can completely configure a vehicle online at www.scion.com, calculate the sales price, and even determine their loan costs, if they wish, before entering a dealership.

The Scion dealership environment caters to buyers who want the resources to answer their questions, but who also need the freedom to explore at their own pace. The Scion showroom accomplishes this through three key areas, each with a specific focus:

   *  The product area includes highlights of the vehicles' features on
      50-inch plasma screens, several accessory display cases, freestanding
      paint and fabric selector stands and, in many showrooms, a Scion
      vehicle customized with available accessories.
   *  The discovery zone is supported by self-service Internet kiosks and
      printer stands, where users can log onto the Scion Web site, simulate
      customization of their chosen vehicle, including installation of
      approximately 40 accessories, and then save or print out the data for
      reference.  This streamlines the purchase process and facilitates a
      more personalized shopping experience.
   *  Finally, the consultation space involves a certified Scion sales staff
      that will offer assistance and guidance for shoppers who have any
      additional questions.

  LOW PRICE, BIG FEATURES

The base Manufacturer's Suggested Retail Price (MSRP) is $12,480 for the Scion xA and $13,680 for the xB. The tC will begin at well-under $20,000. Standard equipment for all models includes a Pioneer 6-speaker AM/FM/CD audio system that can read MP3 files and is satellite capable, air-conditioning, antilock brake system (ABS), rear window defogger, digital clock, tilt steering wheel, tachometer and trip meter, sport bucket seats, 60/40 split folding rear seat, plus power windows, door locks and outside mirrors. In addition, the xB includes standard rear privacy glass, remote keyless entry and Vehicle Stability Control with traction control. The tC will feature a standard all-glass Panorama moonroof, bringing the outside in to its roomy 5- passenger seating area.

Once a customer makes the simple choice of Scion model, color, and transmission, the fun begins as they can pick from more than 40 dealer- installed options that allow buyers to customize a Scion to their personal tastes. This level of individual choice helps ensure that the customer receives exactly what he or she wants, with full warranty coverage.

Accessory items range from appearance and audio enhancements to performance items provided by Toyota Racing Development (TRD). Consumers may add a Bazooka subwoofer, 18" alloy wheels and tires, a strut tie bar brace by Hotchkis, or an AEM cold air intake, to name just a few items.