How to Save Scion: A Lexus Lesson For The Little Brother - BoldRide.com
Parent Toyota has provided Scion with precious little care and feeding for their value-driven, low-margin brand in an ultra-competitive segment. The company that defined focus 26 years ago when it launched Lexus—a paragon of luxury business launches in every possible measure—is bungling Lexus’ downmarket equivalent and the protracted sophomore slump is only made more noticeable by Toyota’s... In Baldwin brothers terms, it is Stephen to Lexus’ Alec. nationwide in 2004) as an affordable, customizable, blank canvas brand for low-income and first-time car buyers, many rungs down the ladder from top-tier Lexus, but with the same dedicated focus on what those buyers wanted. Sales rocketed up to 173,000 cars in 2006. But it has plummeted in the last several years (58,000 in 2014). It took a huge dive during the economic recession of 2008-2009, a period when some affordable brands like Subaru were the only good sales... PHOTOS: See More Photos of the Fun-Loving Scion FR-S. As jubilant and joyous as Scion’s FR-S was when launched in 2012—and still is—a car company cannot hang a whole brand’s success on one model, nor one initiative, nor one campaign. And Scion’s upcoming 2016 iA and iM models—due September 1st as warmishly decent as they are (I’ve driven both)—will not likely recapture the imagination of the audience Scion. Source: news.boldride.com
