Scions have been roaming the streets (in the USA) since the birth of the Element (there about that time frame, which was late 2002)., yet i have not seen any commericals, untill now.. and oh my gosh.. BAD!

Have you seen it? Horrible, a train wreck..

Poorly filmed, as though using a hand cam with low image quality (which i think was the effect they were going for) A bunch of young people (teens, early twenties).. all wearing the underwear exposed outfits and very urban trendy clothing. They did the rap style “dance” movements.. and the music sounded like a psuedo rap type music.. with a Puerto Rican feel.. and Puerto Rican words (so it sounded).. it was horrible!

tough guess who they are marketing to? Of course on the Element board I am a part of, seems Toyota is missing their target demographic as the Element did too.. the Element and Scion (line) is/was intended for early twenty something guys.. college age.. but the bulk of the Element owners are over 30.. many are mom’s.. most are dog owners (the Element is the perfect compliment to pup parents).

The scion has apparently been adopted by the 60+ age crowd.. and odds are it is due to it being very affordable, good gas milage.. and simplicity.. (the simplicity was intended to be a blank canvas to urban the vehicle further with customization.. but the older set likely like the basic simplicity, no frills). That is my theory anyhow..

Funny the harder marketing departments try to get the attention of a certain demographic the less likely they tend to be able to grab them.. (unless they are marketing to teenage girls.. and well that is a cinche.. kinda a great demographic for all advertising!). what are the kids going for anyhow?? seems they go with affordable yet (which the scion is) but they also will go with obtainable.. so they are unlikly to go with a vehicle that is hard to find or has to be ordered.

The Element was hard to get initially.. so anyone over 30 something we knew what we wanted and we went after it.. the demographic likely will not.. is it there, no.. ok i will continue on then..

the scion is new.. and is sectioned off of toyota.. the advertising has been slack.. and that is/will hurt them badly.. if they expect to get that demographic.. sooo

what will the kids get.. well lots are filled with Civics, they are affordable.. but they will go with the dealer that is close to the dorm.. or has been marketing there, or offering a college discount, etc.. they are not often looking for something specific or saavy enough to know the pros and cons of various vehicles.. that comes in time and experience..

well ’nuff said.. just was gagging over that horrible commerical and had to share..

(No Ratings Yet)

 Loading ...

View Technorati blog reactions.

Related Posts