In the early 2000s, the automotive landscape was changing.
For the first time in over twenty years the average age of a new car buyer had trended downwards, leaving automakers scrambling to capture the hearts and minds of a new generation of drivers.
See, marketing towards a younger audience wasn’t a new thing in the car world, automakers had been doing THAT since the ‘50’s -
But the truth is those ‘fresh, youthful, world is your oyster’ campaigns were never actually aimed at young people.
No.
They’re for the consumers that actually have enough money to buy a new car, the 40 somethings - Truth is it’s easier and far more profitable to make older people feel young by designing and marketing cars that FEEL like they’re aimed at a more youthful audience.

Just think back to pretty much any car commercial you’ve ever seen.
It’s all young attractive people, with brand new cars most of them could never actually afford.

Honda, Nissan, Chevrolet, Ford you name it - it’s the old adage that sex sells.

But Toyota, decided to take a bold leap into the unknown with a pretty daring experiment.

And for the second time in the brand’s history took a big gamble that this time, ultimately failed.

This is the story of Scion

#scion #toyota #ideal

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