Comments on: The Many Lessons of Scion http://www.thirdwayblog.com/press/the-many-lessons-of-scion.html Just another WordPress site Sat, 18 Jun 2011 17:36:17 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Mark Riojas http://www.thirdwayblog.com/press/the-many-lessons-of-scion.html#comment-962 Mark Riojas Mon, 11 Feb 2008 22:57:04 +0000 http://www.thirdwayblog.com/?p=316#comment-962 Who can I talk to about submitting music for marketing purposes? Who can I talk to about submitting music for marketing purposes?

]]> By: John Turner http://www.thirdwayblog.com/press/the-many-lessons-of-scion.html#comment-961 John Turner Wed, 16 May 2007 10:20:22 +0000 http://www.thirdwayblog.com/?p=316#comment-961 That being said Scions are Japanese commuter econoboxes brought up to American ASHRAE; their "underdesign" is because they are commuter vehicles and the highly customizable nature being praised is the lack of bells and whistles common to a highly affordable design. The central trick of this brand is factory usurpation of the aftermarket -- seemingly streetride-level customization prior to dealer delivery. This services would-be tuner owners too timid to seek an actual tuner garage, filled as it is with bonafide gearheads and the smells of industry. Tame, clean, controlled like a mall concourse, that's Scion -- the off-the-rack beaded sweater of transportation. And the reason they limit distribution to 150,000 per annum? Once you sell a million of these bubblegum "bad rides" you'll never sell another one, same as with any off-the-rack offstrike of an original trend. Toyota wants to amortize their capital plant before shifting over to the next trend. Custom quarter-ton pickups maybe? Quadrophrenia Vespas? That being said Scions are Japanese commuter econoboxes brought up to American ASHRAE; their "underdesign" is because they are commuter vehicles and the highly customizable nature being praised is the lack of bells and whistles common to a highly affordable design.

The central trick of this brand is factory usurpation of the aftermarket — seemingly streetride-level customization prior to dealer delivery. This services would-be tuner owners too timid to seek an actual tuner garage, filled as it is with bonafide gearheads and the smells of industry. Tame, clean, controlled like a mall concourse, that's Scion — the off-the-rack beaded sweater of transportation.

And the reason they limit distribution to 150,000 per annum? Once you sell a million of these bubblegum "bad rides" you'll never sell another one, same as with any off-the-rack offstrike of an original trend. Toyota wants to amortize their capital plant before shifting over to the next trend. Custom quarter-ton pickups maybe? Quadrophrenia Vespas?

]]> By: Digital Solid: Marketing Technology ROI » This week’s Carnival of Marketing http://www.thirdwayblog.com/press/the-many-lessons-of-scion.html#comment-960 Digital Solid: Marketing Technology ROI » This week’s Carnival of Marketing Mon, 20 Nov 2006 03:10:19 +0000 http://www.thirdwayblog.com/?p=316#comment-960 [...] Do you want to market to twenty-somethings? Start by reading The Many Lessons of Scion, by ThirdWayBlog. David Vinjamuri is adjunct Professor of Marketing at NYU, and President of ThirdWay, Inc. His dissection of the success of Scion, an automobile that most people my age think of less as a car than the packing crate it came in. “Scion has excellent lessons for the modern marketer. More than many other brands targeting young adults today, Scion has understood that ubiquity and brand strength are not complementary goals and has been willing to forgo the former to gain the latter. The very brave decision to scale back manufacturing to avoid over-saturating the brand shows both the intelligence of Scion marketers as well as the commitment of Toyota executives to the brand promise.” Read on for other lessons, including one of David’s latest posts, about why Microsoft’s Zune will deservedly get creamed by the iPod. Good stuff. [...] [...] Do you want to market to twenty-somethings? Start by reading The Many Lessons of Scion, by ThirdWayBlog. David Vinjamuri is adjunct Professor of Marketing at NYU, and President of ThirdWay, Inc. His dissection of the success of Scion, an automobile that most people my age think of less as a car than the packing crate it came in. “Scion has excellent lessons for the modern marketer. More than many other brands targeting young adults today, Scion has understood that ubiquity and brand strength are not complementary goals and has been willing to forgo the former to gain the latter. The very brave decision to scale back manufacturing to avoid over-saturating the brand shows both the intelligence of Scion marketers as well as the commitment of Toyota executives to the brand promise.” Read on for other lessons, including one of David’s latest posts, about why Microsoft’s Zune will deservedly get creamed by the iPod. Good stuff. [...]

]]> By: adverlicious http://www.thirdwayblog.com/press/the-many-lessons-of-scion.html#comment-959 adverlicious Thu, 16 Nov 2006 22:23:27 +0000 http://www.thirdwayblog.com/?p=316#comment-959 I've archived a few more Toyota Scion ads that a fan was kind enough to pass along to me. Extremely on-strategy and very creative -- <a href="http://adverlicio.us/topic/toyota_scion" rel="nofollow">http://adverlicio.us/topic/toyota_scion</a> I've archived a few more Toyota Scion ads that a fan was kind enough to pass along to me. Extremely on-strategy and very creative —
http://adverlicio.us/topic/toyota_scion

]]> By: david http://www.thirdwayblog.com/press/the-many-lessons-of-scion.html#comment-958 david Mon, 13 Nov 2006 10:46:32 +0000 http://www.thirdwayblog.com/?p=316#comment-958 Hey, thanks for the great links. The agency I am aware of is called Attik. Let me know if you hear of others. David Hey, thanks for the great links. The agency I am aware of is called Attik. Let me know if you hear of others.

David

]]> By: adverlicious http://www.thirdwayblog.com/press/the-many-lessons-of-scion.html#comment-957 adverlicious Sun, 12 Nov 2006 09:49:20 +0000 http://www.thirdwayblog.com/?p=316#comment-957 Smartest guys in the room, indeed. I love another dimension to the Scion's advertising -- a willingness to turn people off the brand. Beyond the polarizing design (many hate the Scion's look) and the production cut-off, even the Scion's ads tell people, "this probably isn't for you -- and we don't really care". In the age of sucking up to everyone as a potential buyer, this takes courage. I love this online Scion ad (from MySpace, I believe) since it sums up this attitude quite nicely: <a href="http://adverlicio.us/toyota_scion_so_wrong_728x90" rel="nofollow">http://adverlicio.us/toyota_scion_so_wrong_728x90</a> This ad's less impressive, but it shows the Scion's configurability: <a href="http://adverlicio.us/toyota_scion_make_your_mark_728x90" rel="nofollow">http://adverlicio.us/toyota_scion_make_your_mark_...</a> Anyone know who did their online and offline advertising with them? They deserve kudos. Smartest guys in the room, indeed.

I love another dimension to the Scion's advertising — a willingness to turn people off the brand.

Beyond the polarizing design (many hate the Scion's look) and the production cut-off, even the Scion's ads tell people, "this probably isn't for you — and we don't really care". In the age of sucking up to everyone as a potential buyer, this takes courage.

I love this online Scion ad (from MySpace, I believe) since it sums up this attitude quite nicely:
http://adverlicio.us/toyota_scion_so_wrong_728x90

This ad's less impressive, but it shows the Scion's configurability:
http://adverlicio.us/toyota_scion_make_your_mark_…

Anyone know who did their online and offline advertising with them? They deserve kudos.

]]>