The first comment heard from most people admiring the new 2014 Scion tC is usually, “Where do they come up with all these car names?” Scion, according to Wikipedia, is defined: “as being a descendant of an influential family”. This definition applies to both the car and their consumer. The influential family in this case is Toyota. This new 2014 Scion tC is the third generation of this model which was first introduced to the North American market in 2004.
Toyota has taken a completely different approach in marketing and selling their Scion descendant. First of all, Scion is designed and targeted for the Generation Y consumers. In case you Baby Boomers are not up on the who’s who of all the cohorts of our population, Generation Y is loosely considered a young person born between the years of 1982 to 2004. Something also a little different about Scion is their marketing approach to reach their targeted buyer segment. Guerrilla and Viral marketing techniques are employed.
Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.
And of course, there are all the great features of the automobile and what Toyota refers to as “Value Innovation”. The original intent of Scion was not about a youth brand – it was to be a division of experimental product and marketing techniques. It’s really amazing the features and amenities that are built into this fun to drive car that sells for a starting price of only $20,000.
Powered by a 2.5 liter, 179 horsepower, front-wheel drive, 4 cylinder engine; the Scion tC can be equipped with a 6 speed manual transmission or a 6 speed sequential shifting transmission with dynamic rev management. (Which means the engine upon downshifting will automatically match the higher revs as it shifts into a lower gear.) This feature allows for a quick and smooth downshifting experience on the road.
Modified steering and suspension utilizing MacPherson Struts in the front suspension and double wishbone construction in the rear suspension lead to confident handling, a very smooth ride and reduced noise vibration.
Projector beam headlamps and LED accent lamps gives the Scion tC great eye appeal as well as a confident nighttime driving experience.
The 18-inch machine-finished alloy wheels really give the Scion a sporty and top handling driving adventure.
The interior features race inspired tachometer and speedometer. The interior is also home to a great sounding 300 watt, Pioneer Touch Screen premium audio system. This audio system features Bluetooth and HD Radio technology, plus has a USB port for iPod connectivity. (When marketing to the Generation Y consumers, Scion realizes that the audio system is a major concern as is the ability for buyers to personally be able to customize their new car through dealer and aftermarket accessories.)
Our test vehicle came in the very striking Absolutely Red paint scheme, which made the Scion even that much sportier in appearance. Overall fuel economy comes in at 26 MPG with a 31 MPG highway rating.
Scion makes it easy for first time buyers to purchase with “Pure Price” which is a sales process in which the price you see is the price you pay. No Haggle. No Hassle. This includes the vehicle, accessories, and even finance and insurance products. No sitting around in the dealership negotiating price or waiting for someone to “crunch the numbers”.
Our test car sticker price was a very simple $20,210 with no factory add-on accessory group pricing. If you’re a recent college grad, there’s a special $750 factory rebate. And, every new Scion comes with a complimentary 2-year/25,000 mile maintenance plan and 24-hour Roadside Assistance.
It’s no wonder why so many Gen Y consumers are making the new Scion tC part of their new extended family.