Noise, Vibration & Harshness: Scion at Five
Scion at five: lost so soon? Toyota’s “cool” brand is already becoming normal.
It was a pretty big deal and the verbiage was flying grandiosely when Toyota dropped the news at the 2002 New York auto show that it would launch the Scion brand the following year. Rising from the primordial hipster ooze of its Genesis marketing group, which Toyota had spent four years talking up, Scion was meant to show the automotive industry the way forward. Scion was also supposed to teach its parent corporation a thing or two about the new “wired” world. A branding hothouse, it would serve as a “proactive” experiment in connecting with the younger demographic, one the sixty-something Toyota felt drifting ever so subtly out of its gravitational pull.