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Scion bbX
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Scion ccX

Toyota Scion

Toyota announced the launch of Scion, which will be responsible for the launch of a new line of vehicles it plans to market to the next generation of new-car buyers. Two concept vehicles displayed at the show, the bbX and ccX, offer a strong hint of the direction Scion will take with its new line of products.

"For some time, Toyota's genesis group has been carefully listening to, and studying ways, to connect with the net-generation reaching driving age and entering the car market," said Jim Press, TMS executive vice president and COO. "It's an important emerging consumer group that will total over 60 million potential customers by 2010. With Scion, Toyota is taking a major pro-active step to reach out and connect with them."

The Scion (pronounced SY-en) name is significant. Meaning descendant, or heir, the name Scion is designed to stand alone as a distinctive new line of products and a new way of doing business. Yet, it is also a name meant to convey a clear link to the Toyota-brand heritage.

"Toyota's formation of genesis in 1998 marked the beginning of a quest to connect with an emerging new buyer group in the marketplace," said Jim Lentz, TMS vice president, Scion. "Scion will act as a complement to the Toyota-brand banner by targeting an important portion of this consumer group who actively seek out the newest trends in style and innovation."

"Scion will target consumers who are well aware of, and may even covet, Toyota's strong heritage of quality," added Lentz. "But they are also consumers who require unique product concepts that are high in personal expression that can be accessed and purchased on their own terms. Although this group represents only a slice of the net-gen as a whole, its influence is substantial and therefore, extremely important. So important, that we have dedicated an all-new line of products and services that will not only attract them, but will retain them."

The Scion product lineup will reflect the style, versatility, and surprise that is the core of its business philosophy. They will be lifestyle products designed to connect on an emotional and practical level with an influential buyer base.

Scion will launch in June 2003 with two vehicles. One vehicle will be an adaptation of the bbX show car now on display at the New York International Auto Show. It is based on a vehicle currently available in Japan called the "Black Box," a vehicle marketed to Japan's youngest buyers as a melding of entertainment-art and basic transportation. The bbX is a multi-purpose concept that combines aggressive styling, expansive people and cargo-hauling capability, and a thoughtful approach to versatility.

Scion website:

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Last updated: Tue, Apr 2, 2002