LAS VEGAS, Nov. 6 /PRNewswire/ -- Scion, an all-new line of cars from
Toyota, today introduced the design of the Scion dealer showroom during a
press conference at the 2002 Specialty Equipment Market Association (SEMA)
convention. Also, the new car marque announced additional key aftermarket
parts suppliers and provided more detail about how Scion vehicles can be
personalized. Six Scion vehicles are on display at the SEMA show, each
customized by different companies to show the infinite modification
possibilities that are the core of the Scion culture.
"At Scion, we're all about listening and responding to the changing needs
of up-and-coming drivers whose interests, tastes and experiences are unlike
any generation before," said Jim Lentz, vice president, Scion. "This
generation appreciates a genuine approach that enables empowerment, permits
discovery and appeals to their desire for personalization."
Scion will benchmark a new culture and approach for vehicle purchases and
ownership when it goes on sale in California in June 2003. Two key components
to Scion's unique approach are to offer buyers every opportunity for
personalization and to create an inviting and interactive dealership setting.
A new dealership environment will give customers the freedom to browse,
investigate and research Scion at their own pace. In most cases, the Scion
showroom will reside inside existing Toyota dealerships. The setting will be
low-key and buyer-friendly.
Each showroom will be divided into three main components to create a
distinctive dealership environment -- a product area, a discovery zone and
consultation space. The product area will feature an information wall with a
display case of various optional accessories and a color and trim stand. Many
showrooms will also display a Scion vehicle with various accessories already
installed. A discovery zone is supported by self-service Internet kiosks.
Lastly, certified salespeople will be available to offer assistance and
guidance in the consultation space. These highly interactive surroundings
will deliver a customer-controlled atmosphere.
To date, 80 percent of California dealers have committed to selling Scion
vehicles and several plan to have stand-alone showrooms.
Beyond the dealer showroom, Scion understands that a connection must be
made with this savvy new buyer on many levels. Scion's mission is to develop
a relationship with a generation that doesn't like gimmicks, has high
expectations and commands their own style.
One of Scion's approaches is to appeal to this new generation's elevated
sense of style through marketing relationships with brands they already trust.
A key element will be to offer buyers every opportunity for personalization
with thousands of ways to configure Scion vehicles. Currently, Scion is
actively working to develop partnerships with innovative and progressive
companies.
Scion has already established key partnerships with brands like Pioneer,
the official audio supplier that will equip Scion's line-up with superior
sound systems. All Scion vehicles will have a standard six-speaker, AM/FM CD
audio system featuring Scion Sound Processing.
In addition to Pioneer, Scion has been approached by a wide range of
aftermarket manufacturers to supply a large and colorful palate of cosmetic,
functional and performance enhancement accessories.
Scion vehicles will come from the factory essentially mono spec, with many
comfort and convenience features as standard equipment. In addition to the
standard six-speaker audio system, all Scion vehicles will also come with air
conditioning, power windows, door locks and mirrors, and sport seats. The
buyer will simply select the model and color they want and then begin
exploring various ways of customizing their Scion.
A variety of personalization opportunities are available for all
customers, ranging from options for those who want to add just a little bit of
flair to their vehicles, to accessories for those who want to maximize
customization with both performance and style enhancements.
OBX and Area 51 are the latest companies to sign on as Scion partners to
supply parts for Scion production models. OBX supplies parts for those
modifiers looking to boost their vehicle's appearance and/or performance.
They focus on high quality, innovative aftermarket automotive accessories for
import and domestic vehicles. Area 51, an all-purpose tuner company, offers
passionate car aficionados a forum for extreme car modifications. Their
primary focus is on aftermarket fabrication and racing segments, striving to
become the next generation of automotive performance excellence.
OBX has already developed sport pedals for a sportier look and improved
pedal feel, optional shift knobs in either carbon fiber or aluminum and are
exploring other distinctive accessories.
Area 51 is developing a supercharger for the bbX to maximize the engine's
performance and improve engine output. They also will manufacture a strut
tie-bar brace that attaches to each front strut tower in the engine
compartment. This will enhance handling by stiffening the sub frame and
preventing distortion of the lower suspension, while providing a sportier look
under the hood.
Ground Zero, Stewart Co., Motegi Performance Racing Wheel, Paisley Racing,
Pioneer and Primedia are six companies that have chosen the Scion to showcase
an array of accessories. Most of these companies have partnered with other
popular and well-respected aftermarket suppliers including HKS, GReddy and
Blitz in an effort to further highlight the concept vehicle's already
aggressive stance. Diverse modifications to the Scion vehicles displayed at
SEMA range from aero kits, body graphics and custom seating to 18-inch alloy
wheels, cat-back exhaust systems and extensive Pioneer audio/visual
enhancements.
The six modified Scion vehicles can be seen in the companies' respective
displays through the remainder of the SEMA convention.
"Scion continues to serve as a listening post for the most discriminating
young buyers, and we'll be ready to adjust our strategy as needed," added
Lentz. "We must continue to strive to connect with this new generation with a
genuine approach. This approach will come from marketing relationships that
benefit the buyers with brands they already know and trust."
Initially, two vehicles will be available, one based on the bbX concept
and the second vehicle will be unveiled at January's Los Angeles Auto Show.
In February 2004, sales will expand into the northeast, mid-Atlantic states,
southeast and the southwest. Four months later, in June 2004, Scion will
complete its national rollout and launch a third Scion vehicle.
SOURCE Toyota Motor Sales, U.S.A., Inc.
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Related links:
http://www.scion.com
CONTACT:
Product News, Holly Ferris, +1-310-468-4625,
or Sam Butto, +1-310-468-7728, or Ming-Jou Chen, +1-310-468-4782,
all of Toyota Motor Sales, U.S.A., Inc.
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