Toyota's Scion brand has always targeted young drivers and those drivers that embrace a "young" lifestyle, so it isn't really shocking that Jack Hollis, the brand's founder, wants to keep that image intact. It is interesting to point out, however, that some experts in the auto industry have spread rumors that the brand is having a sort of identity crisis as its traditional Generation Y customers continue to age. This raises questions about how the brand may fare in the future if this is the case.
Hollis argues against these rumors' validity, arguing that though the average age for car buyers in the U.S. has risen to 35, Scion is still the brand that attracts the youngest drivers. He even cites an internal study that suggests millennials embrace "niche" brands (such as Scion) because they want to stand out from their peers by driving more unique vehicles. This type of individuality and personalization are exactly what Scion offers its drivers.
Of course, Scion is fully prepared to target future drivers.USA Today's "Drive On" explains, "Although the brand will still be aimed at reaching first-time car buyers, it is now introducing models that are likely to create second-time Scion buyers -- instead of leading them directly into the Toyota brand. Owners of the sporty, cheap tC may trade in for the more expensive and powerful FR-S."1
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Source: 1 http://content.usatoday.com/communities/driveon/post/2012/05/scion-chief-vows-to-keep-fun-model-mix-to-lure-gen-y/1#.T8-124Hpd8J