The name Scion may not jump to mind for Central Albertans pondering a car purchase. But that could change next spring when the brand rolls into a Red Deer showroom.
Scion Canada announced last week that Red Deer Toyota is one of 40 Toyota dealerships being added to its network.
Scion was launched in Canada last month at 45 dealerships in the Montreal, Toronto and Vancouver areas.
“There are 350 Toyota dealers in Canada, and with a quarter of those becoming Scion dealers, obviously it’s a pretty exclusive dealership,” said John Shoulders, Red Deer Toyota’s general sales manager.
He credited Red Deer Toyota’s inclusion to its willingness and ability to sell the product.
“We have the right demographics in great numbers in this marketplace.”
That demographic is Generation Y — the under-35 crowd that has a growing presence in the automotive market. Toyota Motor Corp. had them in mind when it introduced Scion in California in 2003.
Scions are lower-priced, compact vehicles with a variety of options buyers can choose to personalize their ride. Three models are available in Canada: the tC sport coupe, xB utility vehicle and xD subcompact.
Marketing has been done mainly through the social media and localized events, but many Central Albertans are already familiar with the vehicles, said Shoulders.
“Certainly people are aware of the Scion brand, because we get calls frequently about our ability to source or bring in a Scion product from one place or another.”
He said Red Deer Toyota, which has undergone a major expansion, will display its new line in its existing showroom.
“We’ll be using one end of the showroom specifically for Scion, and it will have its own flavour; it will have its own layout and display area.”
Scions and Toyotas will be serviced by the same technicians, he added.
“The majority of the power trains and mechanical components of these vehicles are current Toyota power trains.”
hrichards@www.reddeeradvocate.com