Brown Scion in Charlottesville, VA

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Hip. Safe.

When it comes to targeting the next generation, Toyota's Scion brand, created in 2003, thinks that it has what it takes to get young people interested in their cars. The Scion cars are economy vehicles, priced at what the company calls "Pure Price," meaning that the advertised price is the price that the customer pays, eliminating the need for haggling and negotiation for the impatient members of generation Y.

The Scion brand also has a handle on attracting the attention of a younger crowd, with each new release featuring a very limited number of cars in loud, bold colors with accessories and full packages to match, and a price that is not subject to in-demand markups because of the "Pure Price" philosophy. This is leading Toyota toward achieving their goal of attracting the attention of a younger crowd to their brand, holding their attention early with the flashy Scions.