Brand Spotlight Part II: 2012 Scion iQ & Positioning the Brand

In part II of this webisode of BRANDInsider, we continue our interview with Jack Hollis, Vice President of Scion. Hollis introduces the new 2012 Scion iQ. The iQ will expand the Scion lineup from the three current models including the tC, xB and xD. The iQ will target the young consumer who is “a city dweller… who doesn’t need more car than necessary”, according to Hollis. Key marketing and selling features of the iQ include, fuel economy, ease of parking, the smallest turning diameter in the industry and fun appeal.

Scion’s Social Media Approach

Scion will be heavily engaged in social media to promote the iQ. Jack Hollis announced that the brand will feature up to 20 exclusive online commercials which add fun, humor and customer engagement to the brand message. The spot below is an example of Scion’s highly stylized marketing direction for the iQ online.

Scion FR-S

The new FR-S, recently revealed, will be marketed to the sport driving enthusiast. The FR-S will be released in Spring 2012.

As a brand, Scion has managed to attract the youngest buyers in the industry, with a median age of 35 years old which is twenty years younger than the average. Hollis attributes this success to authenticity, the PurePrice^® sales process, and faster transaction times for buyers. These factors contribute to making Scion a “unique” and “trustworthy” brand, which is “less about marketing, and more about building relationships.”

Let us hear from you! What do think of the new iQ? Do you identify with Scions brand values and marketing approach?

Spotlight Acura & the New 2012 TSX Special Edition

Acura plans to become more active in the young professionals market with the launch of a sportier, more youthful 2012 Acura TSX Special Edition.  BRAND Insider got an up close and personal look at the new TSX.  In this webisode,  Acura spokesperson Allison Sobkowski,  walks us around the Special Edition and highlights the vehicles key features.

Acura, competing more in the Youthful Market-2012 TSX in spotlight.

Acura is banking on increasing their market share in the youthful market from automakers like Audi, Scion, and Volkswagen, by introducing the 2012 TSX Special Edition. This Entry Premium Market model extension of the TSX is designed to target and appeal to young college professionals who have been loyal to the Acura brand or looking to step up to the luxury brand.  These customers are called image seekers, consumers that will appreciate the styling and performance of the vehicle while addressing their need to identify with  their growing personal and professional success.

With the target audience in mind, the 2012 TSX Special Edition has been designed to appeal to young professionals from the inside out. The Special Edition Package includes a new bumper fascia, unique side sills, an exclusive “Special Edition” badge on the trunk lid and 17.5 inch alloy wheels.

Not only will the TSX SE look youthful, it will run with added zeal on the road as well.  Acura has installed a 2.4 liter 4 cylinder engine with either a close ratio 6 speed manual or the Sequential SportShift 5-speed automatic transmission.

Inside, the TSX Special Edition has a very sporty look. The seats are perforated with Black Lux Suede® inserts with Red backing and unique red stitching used around the interior,  combined with red lighting cues for the instrument cluster gauges, overhead and foot-well areas.

Recap:  With a sporty interior, powerful yet fuel efficient engine, an aggressive exterior, and an affordable  entry level luxury segment price,  Acura is looking to attract the next generation of luxury oriented young professional, to the brand.

 

IntelliChoice & AutoPacific Motorist Choice Awards 2011

In this episode we profile IntelliChoice and AutoPacific’s Motorist Choice Awards, 2011. The award winners were announced at this years first major auto show, the 2011 Orange County International Auto Show in Anaheim, California.

Now in its sixth year, the Motorist Choice Award is designed to recognize vehicles and automotive brands that deliver the best combination of high consumer satisfaction and low ownership costs over time.

We interviewed Charlie Vogelheim, executive editor for IntelliChoice as he describes the process, strategy and criteria for selecting this year’s winning vehicles. Vogelheim explains that Intellichoice and AutoPacific looked at over 1800 makes, models and trim levels in order to give consumers valuable insight on which vehicles had highest value in performance, efficiency,  and price over a five-year period.  AutoPacific surveyed over 72,000 consumers in 2011, asking owners for feedback on their purchased vehicle, using 48 attributes covering all aspects of their ownership experience.

With these two combined, Intellichoice and AutoPacific selected 30 winners in two different categories based on price, popular [less expensive] and premium [more expensive] as well as lifestyle categories that shoppers can easily identify with like “Active Lifestyle”, “Cargo Hauler”, “High Tech” and others.

Ford led the list of winning vehicles with four models including the Expedition and Ford Focus.  Repeat winners included the Dodge Ram HD in the Popular Active Lifestyle category, Hyundai Genesis in the Popular Luxury Lifestyle category, the Lexus IS in the Premium Youthful category, and the Scion tC in the Popular Youthful category.

CLICK HERE FOR FULL WINNER LIST

“The Motorist Choice Awards are designed to assist consumers by using a categorization scheme other than traditional vehicle classes. “Our research has shown that buyers often shop in more than one vehicle segment based on their needs and uses, rather than simply choosing a segment and then comparing models within it,” said George Peterson, president of AutoPacific. “Whether buyers are seeking a kid friendly, youthful, or fun to drive vehicle – we have a suggestion that will fit their budget and needs.

 

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