How Did Scion Do In 2009

Toyota's Scion division was created in 2004 as a "marque within a marque" aimed at a younger car-buying audience

. In the United States, the Scion division sold 57,961 vehicles for 2009. This was a 49% drop from 2008 sales, which were around 113,904.

Scion has built upon the Toyota brand's reputation for affordability, reliability and high fuel-efficiency. Scion models are economy cars that aim at being trendy and attractive.

Scion has used innovative marketing to reach young drivers. High school and college graduates have less money to spend and require less space for passengers and luggage. More vivid colors, accessories and customization options are available for Scion cars.

The "Pure Price" concept places the total final price on the car, which includes the vehicle, finance and insurance to reduce time spent on negotiations. Jack Hollis, Vice President of Scion, said that 73% of Scion buyers are new customers to Toyota.

As a division within Toyota, Scion financials are included with the parent company figures - the Toyota stock ticker symbol is "TM" on the New York Stock Exchange. The Toyota stock was $66.37 on January 2, 2009 increasing about 27% to $84.16 a share on December 31, 2009.

Scion's poorest selling model was by far the Scion xA with American vehicle sales in 2009 of 3 units - a decrease of 92% from 2008. This subcompact hatchback was gradually being phased out and replaced by the xD model, which had United States vehicle sales in 2009 of 27,665.

The Scion xB hatchback is a small, economic box-shaped car that was the best selling Scion model for 2009 in the United States - accounting for 25,461 units sold. This sales figure was down 43.7% from the 2008 sales figure of 45,220.

by: RW Tanner

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