TORONTO, ON (July 2, 2015) – When Scion launched in Canada, the brand set out to reach younger and new to Toyota customers. Five years later, with an average customer age of 37.5 years and 69 per cent of Scion buyers new to the Toyota Canada family, Scion achieved just that. This year, Scion is taking its next step in the brand’s evolution, with a new phase of dealer expansions.
The current total of 95 Scion dealerships in Canada will rise to 145 as of July. This means almost 60 per cent of Toyota dealerships in Canada will soon have dedicated Scion displays – allowing the brand to reach new customers in markets where the brand is not yet available.
“This is a great time for Scion in Canada, and we’re anticipating a new wave of momentum for the brand,” said Cyril Dimitris, Director, Scion Canada. “Scion is strengthening its commitment to Canada by seeking to engage and connect with customers in different ways, and bringing Scion closer to the homes of many Canadians is just the next step.”
With a mission to bring younger buyers into the Toyota Canada family, Scion has launched five unique models, including the tC and FR-S, as well as the brand new Scion iM which will arrive later in 2015.
The iM is a sleek, fun and versatile five-door hatchback that is perfect for Canadians who value fuel efficiency, sporty handling and loads of cargo room. The “i” stands for individuality and intriguing, and the “M” represents modern, multifaceted and magnetic. The Scion iM will inspire its owners with a sense of spontaneity while maintaining the peace of mind provided by Toyota’s renowned quality, dependability, reliability and safety.
Not just with the new iM, but across all its vehicles, Scion has a foundation built on passion. Last year, Scion invited its owners to pursue their passions by launching a major brand campaign called “Powering Passion”. Scion reached out to owners in Canada to learn more about the activities they’re passionate about, and the important role their Scion vehicles played in their lives. The stories of six individuals were selected to be showcased – each with a unique story to tell.
In addition, Scion has developed various grassroots programs in the Canadian motorsport and music sector. This includes Scion’s involvement as the title sponsor of Formula Drift Canada, as well as partnerships with Canadian drift drivers. Scion is also active on the music and Canadian cultural scene, supporting emerging music artists through “Scion Sessions” and other events, such as Villa Paradizo music festival in Montreal.