Scion, the Millennial subculture car brand, has a new tagline in Canada: “Made by Toyota. Customized by you.” Really? It wasn’t that long ago that Toyota’s name was in the public opinion trash can, mired with quality control problems. You’d think that with Scion, they’d see an opportunity to distance this sub-brand from the parent company. In fact, when Scion launched here in 2010, a low point for Toyota, most people had no idea who made the car; on scion.ca, you have to dig really deep to find any relationship to Toyota. So for Scion Canada to leverage Toyota’s “street cred,” there’s only one logical conclusion: Consumer anxiety around Toyota has been kicked to the curb and left behind.
Photo Credit: Jed Churcher