I like companies who acknowledge what people are saying about their products and take both the good and the bad in stride. Over the past few weeks Scion Motors has been airing an interesting commercial featuring their questionably designed xB model (shown left). Anyone who has ever seen this vehicle has two very different reactions; they either love it's bold styling, or think it looks like absolute rubbish. I tend to go with the second option, but after seeing this ad on the tele, I at least gained some respect for the automaker.
It shows the xB zinging around vacant city streets (yeah, like that happens) with polar labels flashing back to back on the screen such as "Eyecandy/Eyesore." It just gives me a little love for the company's sense of humor. I mean, if you're going to be bold and go out on a limb, you must learn to take the good with the bad. It would seems that Scion is doing that quite well, which gives them a very honest, likable quality. Take a look for yourself...
Now here's the real slice of cake on this ad - As much as I think the ad is clever, I realize something about it. Scion doesn't give two craps if the average consumer buys their cars. They know you'll probably buy a Toyota, or a Lexus if you want something more refined. Scions are meant to appeal to a young, brash demographic. But how does a company that appeals to a niche market stay afloat? It's simple.
Scion, Toyota, Lexus - all owned by Toyota Motors. Most people don't know this, nor do they care. So if you don't like the Scion, Toyota honestly doesn't care, because they know some punk with bad style does. Scion's have a, "I don't care what other people think of me" feel about them, which is exactly what their rebellious, attention craving consumer base wants. Pretty slick advertising if you ask me.
Stumble this article.
Return to main...
||FredFredrickson @ 01/15/08
"Segment your consumer base. It's like people who wear banana republic, but wouldn't get caught dead wearing GAP or OLD navy. They don't care. Same pockets."
||ThatSam @ 01/15/08
"oh, you have just been waiting to break out that perl for a while havent you fred..."
Login to comment...