Scion succeeds in luring boomers and their kids
07-02-2007 | 04:53 PM
#1
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From: Arlington, Virginia USA
Scion succeeds in luring boomers and their kids
Bon
Allscion -- an e-commerce website with news and accessories for your Scions
http://www.allscion.com/store
http://online.wsj.com/article_print/...203053373.html
What do you call millions of baby boomers wrestling with their midlife crises? The world's biggest cliché? OK. But we are also a huge marketing opportunity.
Not so long ago, the big question in the auto business was, what do young consumers want? A prominent product of this thinking is Toyota's Scion brand. Scion's cars are small, quirky and promoted as much for how easily they can be customized as any other virtue. Scion has done well. Nearly 28% of the people who buy the compact Scion tC coupe are age 20 to 25, according to data from the Power Information Network...
Auto makers now are looking to design more Twin Peaks Cars. That is, cars that have two peaks in a line graph of the age distribution of the buyers...
The drive to appeal simultaneously to empty-nest boomers and millennial upstarts could do as much for rejuvenating car design as $3 a gallon gas. Generations X and Y can thank us. We are the gift that keeps on giving.
Not so long ago, the big question in the auto business was, what do young consumers want? A prominent product of this thinking is Toyota's Scion brand. Scion's cars are small, quirky and promoted as much for how easily they can be customized as any other virtue. Scion has done well. Nearly 28% of the people who buy the compact Scion tC coupe are age 20 to 25, according to data from the Power Information Network...
Auto makers now are looking to design more Twin Peaks Cars. That is, cars that have two peaks in a line graph of the age distribution of the buyers...
The drive to appeal simultaneously to empty-nest boomers and millennial upstarts could do as much for rejuvenating car design as $3 a gallon gas. Generations X and Y can thank us. We are the gift that keeps on giving.
07-02-2007 | 07:32 PM
#3
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Posts: 222
From: Blacksburg, VA
Originally Posted by mtxblau
Nothing says cool, hip, and urban like shopping with your parents.
heh, nothing says 'they will pay for it so I don't have to spend my own money' like shopping with your parents either.
07-02-2007 | 08:11 PM
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Scikotics
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From: Tulsa, OK
Originally Posted by giftednimrod
Originally Posted by mtxblau
Nothing says cool, hip, and urban like shopping with your parents.
heh, nothing says 'they will pay for it so I don't have to spend my own money' like shopping with your parents either.
07-02-2007 | 11:56 PM
#5
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From: TwinTiers -- NY/PA
TheDaughter drove an AMC Eagle station wagon. It was so bad, her's was the only car to make the school's yearbook.TheOldestSon first drove a Sable sedan, then a Sable wagon. I didn't even like those.
TheYoungest has had it a little better. He was/is fortunate to have the Reatta at his disposal. But must share it with me on occasion
Timing is everything.
07-05-2007 | 04:06 AM
#6
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Joined: Aug 2006
Posts: 33
From: Maryland
Originally Posted by azepolyn
Originally Posted by giftednimrod
Originally Posted by mtxblau
Nothing says cool, hip, and urban like shopping with your parents.
heh, nothing says 'they will pay for it so I don't have to spend my own money' like shopping with your parents either.
08-28-2007 | 04:45 PM
#14
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From: Winter Park, Florida
Funny, the accountant next door (probly 45ish) stopped by to tell me the car (XB1) was cool and how, though designed for young people, he saw lots of elderly (peeps my age) driving them......
Since I've gotten mine, only a few weeks now, I've seen the age spectrum pretty much covered.
It's all good if you ask me- I enjoy stuff that's out of the ordinary, and I usually enjoy the people who do too.
Since I've gotten mine, only a few weeks now, I've seen the age spectrum pretty much covered.
It's all good if you ask me- I enjoy stuff that's out of the ordinary, and I usually enjoy the people who do too.
09-11-2007 | 04:31 PM
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From: North Los Angeles County
Originally Posted by motogeezer
Funny, the accountant next door (probly 45ish) stopped by to tell me the car (XB1) was cool and how, though designed for young people, he saw lots of elderly (peeps my age) driving them......
Since I've gotten mine, only a few weeks now, I've seen the age spectrum pretty much covered.
It's all good if you ask me- I enjoy stuff that's out of the ordinary, and I usually enjoy the people who do too.
Since I've gotten mine, only a few weeks now, I've seen the age spectrum pretty much covered.
It's all good if you ask me- I enjoy stuff that's out of the ordinary, and I usually enjoy the people who do too.
Toyota did a great job getting Gen Y folks to believe that a plain, modestly-powered econobox was somehow designed especially for them. They met their goal there, far better than Honda did with the Element.
However, there is also a group of people of all ages who wanted a basic Japanese econobox at a reasonable price. They weren't quite as quick to snap up xBs, but once the word got out the xB also became a hit at Leisure World.
I suspect that this demographic was also responsible for some of the design characteristics of the "fat chick" xB2.
My question is, does the tC also have a significant following in the 40+ group like the xB?
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