Scion should reposition itself in the market to remain active

Both Toyota and Lexus have a distinct role in the market that allows you to mark the distances between them depending on the type of customer. However Scion seems not to have found its place and although it had mostly been aimed at younger users, it has not always been so.

Toyota is considering making a turn in the supply of the brand younger and place it between the Toyota and Lexus own ie offering a more luxurious or fancy but not very high price. The idea being considered is complete the Lexus range, which starts at $ 30,000, down, rivaling models such as the Audi A3, Mercedes-Benz CLA and BMW and MINI.

Apparently Lexus should not offer any model below the 30,000 dollars to maintain their image and, of course, the services currently offered by the brand and they are expensive. Toyota can not play with a range more “chic” because with 18 models in its bid would complicate things too much to customers, which would probably not that aura of exclusivity is sought.

It therefore appears that Scion may be the key now that youthful touch with which has been started distorting. since the firm was created just over 10 years, Scion has sold no less than 900,000 units. But with the economic downturn the figures have fallen dramatically, much more than other brands. For example in 2006 enrolled more than 173,000 units while in 2010 only 45,000 were given to new customers. In recent months, the brand has been recovering.

Scion has to reposition itself in the market to find its niche. Possibly climb one rung to be placed between Toyota and Lexus.

Many of Scion buyers today have taken on a new model of the brand have been larger. So the company has room to grow, with more expensive products and unique characteristics that separate or even more of that very general picture that has Toyota. You can become the access step Lexus and Scion models like this FR-S, derived from Toyota GT86 , or other future niche also have much to say.

During the coming months we will see some changes in strategy and Scion offer more complete. We do not know what will happen to the small xB and xD , but both are part of an overall strategy that does not always follow the schedule set. Currently these models are successful in Japan, China and Australia and renewal course also considers those customers.

Scion Will a niche as semi-premium firm to compete with low-end Audi, BMW and Mercedes, plus another MINI niche as well? Well we do not know, but much will depend models offering.