SCION GETS NORMAL: Toyota's quirky youth brand moves to regular cars, regular ads

摘要

Nearly a decade after Toyota launched Scion with quirky cars and edgy music, the subbrand's sales have dropped far below their modest peak. And the so-called youth brand's customers are getting older. Now Toyota execs, after a nine-month brand review, are aiming new vehicles at buyers who are more conventional than the spiky-haired youths it chased at launch in 2003.