Toyota Motor Corporation produced a brand of vehicles that are known as the Scion. These were sold in the North American market. The Scions were introduced in the year 2002 with a long term goal of being appealing to the consumers from the Y generation. The first models in the series were the xA hatchback and the xB wagon. These went on sale in the state of California in the year 2003. They were followed by the TC, which is a sports coupe that was released nationwide in the United States in the year 2004. The xD, which was a successor of the xA appeared in the year 2008 and in the year 2010, the marque Scion was expanded in the Canada.
The lineup of Scion vehicles uses a simplified purchase process of offering just one trim. The brand has used several viral and guerrilla marketing techniques as a way to increase sales. The name Scion means heir or descendent of family refers to both the owners of the car and the cars themselves. Originally, the Scion brand was launched in with the promise of a short product cycle combined with value based on lower dealer margins that became harder to keep as the sales started to fall when the economy started to fall.
In the year 1999, Toyota launched the Project Genesis. The idea behind this project was to bring younger consumers of the United States to the Toyota brand. The project’s idea was to create a brand within a brand in both advertising and sales strategy for coupe and compact models that Toyota sold. The project that included introducing the Echo economy car, along with the Celica and MR 2 was cancelled in the year 2001 after being judged as unsuccessful.
The company decided to try a different approach and started project exodus. Fresh Machine, which is a digital design company from Los Angeles, was hired by Toyota to come up with a logo, brand, and website. The project eventually would be called Scion. Previously Toyota had participated in another project from Japan with some of the other companies of the country that were trying to market their products to buyers who were younger.
The Scion brand was first marketed as being a youthful brand and was introduced in the year 2002 in the month of March at the New York auto show. Two concept cars were shown, the bbX and the ccX. The xA and the xB were unveiled at the Los Angeles auto show in January of 2003 and were sold in the 2004 model year.
One of the later models of the Scion series is the FR-S. This model of vehicle is exclusive to Canada and the United States. the name FR-S comes from a description of its platform. The F stands for front engine, the R stands for rear wheel drive, and the S stands for sport. Unlike the other 86 variants of the Scion, there were not any trim levels available for the FR-S when it was first introduced.
Later on, the company would release the Monogram Edition and then the 1.0 Release. The BeSpoke stereo system, which is unique to the Scion, are offered with the FR-S.
In 2013, as a part of the 10th anniversary celebration for Scion, a Sc10n series was made available. It had silver ignition paint and there were only 2500 of these units made available. The Sc10n version had add on items that were not available for the standard FR-S. This included automatic climate control, HID headlights, and a push button start.