Scion’s marketing success

20 11 2008

We’re HUGE fans of Scion. Toyota’s product strategy became a decision to create a brand that empowers a hard-to-reach consumer with a platform that delivered in individuality and customization. It was remarkable, it was unheard of, and still – it hasn’t been repeated by any of the big 3. Scion’s success in their targeted marketplace is outstanding. Here it is, summarized by Jeffrey Rayport at the CTAM conference.