45 Urban Dealers to Launch Trendy Scion Brand
Canadian Auto Press

To many Canadian car shoppers, news of Scion’s availability in Canada, first announced in October of 2008, was both positive and laced with the question, what took Toyota so long? After all, in a land that predominantly purchases smaller car than the US, the only market that Toyota has sold its Scion brand into thus far, it only makes sense that Scion be made available.

2009 Scion tC

During a luncheon in St. Catharines, ON yesterday, Toyota announced that its Scion brand will be available to Canadian consumers as early as September 2010, through 45 Toyota dealers in Montreal, Toronto and Vancouver (see list of dealers below). Prior to launch, Scion models and concepts will be shown at major Canadian auto shows in Montreal, Toronto and Vancouver, plus giveaways will help pull eyeballs toward the brand and enhance direct marketing efforts.

“This is a great time to launch Scion in Canada,” commented Larry Hutchinson, Director of Scion in Canada. “As the auto industry emerges from recession, one of the largest and youngest demographics will be entering the marketplace. Young buyers will be looking to the ever-growing small car market. They are not only looking for a safe, high-quality and fuel efficient vehicle, it is important to them that the vehicle reflects their personality and lifestyle, and the stylish and trendy Scion brand will be there to fulfill that need.”

Like Mercedes-Benz sells its smart brand, Scion will be integrated within current Toyota retail outlets, in what is called a “store within a store” format. A total of 45 dealers will complete the initial launch phase, including 18 in Montreal, 20 in Toronto and 7 in Vancouver. The participation stores will be upgrading their dealerships to accept the new Scion brand, of course, a serious investment in such tumultuous economic times.

“The next generation of young car buyers is carving its own unique social and cultural experiences, and Scion dealers will be part of their lifestyle,” Hutchinson continued. “We are very excited to announce the 45 Scion dealers for Canada are already preparing for an edgy new car lineup and a whole new demographic of drivers.”

A total of three Scion models will be available at launch, starting with the compact xD (cooler replacement to the unloved xA subcompact hatchback), the lowest priced model, followed by the xB, the box on wheels that popularized the Japanese trend in North America, and the sporty tC, a vehicle that essentially replaced the much-loved Celica in the US; we never got a replacement for the car in Canada.

Scion has succeeded in the youth market, partly due to its personalization program. The Toyota sub-brand offers various OEM wheel upgrades for all models sold, as well as customized shift knobs and sport pedals, satellite radio systems and TRD (Toyota Racing Development) performance parts.

On another note, not necessarily first and foremost on the youth-market mind but important to their parents that might be anteing up the money for purchase, every Scion gets a safety system that includes dual-stage front airbags, front seat mounted side thorax airbags, front and rear side curtain airbags, plus three-point lap and shoulder belts for all seating positions.

If you can’t make it to one of the major auto shows or don’t see the brand being introduced at various events throughout 2010, make sure and check out www.scionnation.ca for a closer look.