Scion has revealed that as much as 60 percent of Scion iQ buyers are new to Toyota, fulfilling Scion's brief of drawing in younger buyers.
The figure is important for Toyota, as the hardest part of selling cars is often attracting buyers to the brand. With the cheap, entry-level iQ model in the Scion range, Toyota is hoping that buyers will move on to a Prius or FR-S sports car, and eventually on to a Lexus.
“One of Scion’s main goals is to be a laboratory inside Toyota, a lab to attract new buyers,” explained Jack Hollis, vice president of Scion.
According to Wards Auto, Scion sold 3,733 iQs from October to April. That's not a huge number in itself, but sales have begun to pick up and typically falling either side of Scion's 1,000 cars per month target.
A smart aftersales package of two years free maintenance and three years roadside assistance are helping sales, as is strong value and gas mileage of 37 mpg combined. Unique incentive deals like free PlayStation Vitas probably don't hurt, either.
Scion isn't just stopping with sales, either. Car-sharing schemes will also be a good way of introducing new buyers to the brand, and the company is currently evaluating the options.
Hollis has spoken with Zipcar, but hasn't confirmed any partnership as of yet. Scion is still looking into suitable markets, and how partnering with a car-sharing company might benefit both brands. The company isn't planning to do any short-term trials, preferring a long-term commitment to any decision. Scion acknowledges that car-sharing is currently popular with young drivers--exactly the sort of potential buyers Scion wants to attract.
Attract the right buyers early on, and you may have already sold them a 2040 Lexus luxury car...
Why not head over to our full review of the 2012 Scion iQ for more information on Scion's baby?
+++++++++++“One of Scion’s main goals is to be a laboratory inside Toyota, a lab to attract new buyers,”