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Spotlight on Scion
Keywords:
Tags: Automobiles, Japan,
Talks about the 3 Scion models now in their third year, with 150,000 Scions sold. The xA delivers gas mileage of 32 city and 37 highway and has sales growing at 20% over the previous year 1st quarter( 2006 over 2005). Prices are in $17,000 range for tC sporty 160 hp Scion and $15,000 range for the xA. Two new marketing approaches to create the Scion experience. First, Pure Price, meaning price posted on the website is what you get no hidden stuff. Second, after market accesssories to customize the scion can be purchased inhouse from Toyota. Note the marketing is for a carefully planned rollout the west coast with details to create the buzz and excitement for a young crowd. See the link to Honda's Hit marketing plans which have been meticulously laid out, (Marty Bernstein, April 27, 2006).
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04/24/2006
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