By on October 3, 2012

Coming straight out of the “I can’t believe people get paid for this nonsense” department is Scion’s new marketing initiative; picking heavy metal-listeners as its next target demographic.

Scion’s Jeri Yoshizu, told AdWeek

“We really put a lot of effort into the metal market because they actually buy cars…All those negative things about these kids, it’s changing. They recognize value.”

Lacking any data, it’s difficult to pin down how large the metalhead community is in the United States. The percentage of metalheads who will buy a car based on Scion’s support of concerts and “lifestyle events” can’t be large enough to make an appreciable difference in Scion’s sales.

But you know what: Yoshizu asserts that metalheads “…actually buy cars”, so let’s just take that at face value. Also, don’t forget that metal fans are

“not necessarily trying to be a trendsetter, but more of a thought leader. They’re really into journalism. Their blogs are like 2,000 words [each]. They’re really smart kids.”

What does that mean? It sounds like the automotive marketing version of Miss Teen South Carolina’s infamous ramble. Pro tip: the moment you hear anything like “thought leader” it’s a safe bet that the speaker has no idea what they’re talking about.

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Maybe if Mercury had started marketing to juggalos, things would have turned out different.

 

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77 Comments on “Generation Why: Scion May Eclipse GM For Stupid Market Move Of 2012...”


  • avatar
    KixStart

    The correct answer is, “Damn, I should have warn a skimpier costume.”

  • avatar
    harshciygar

    Not for nothing Derek, but your Generation Why rants have been steadily declining in journalistic value.

    But this one really takes the cake.

    The value of marketing to the heavy metal market aside, have you done one lick of investigating these heavy metal bloggers you’re so willing to cast aside? Here, let me make it easy for you. Just one website.

    http://www.blabbermouth.net/

    Turns out hey, Heavy Metal bloggers DO write a lot. And it turns out they have a little bit of cultural pull too.

    I mean, how many other genres of music have their own dedicated cartoon? Metal does (Metaloclypse in fact). This is a show aimed SQUARELY at our generation. I don’t listen to metal music like, at all, but I watch the antics of DethKlok. Do you?

    Also, who here isn’t familiar with bands like Black Sabbath, KISS, or the Black Label Society? Zach Wylde has made cameo appearances in many pop-culture events and television shows, especially those aimed squarely at Millenials/Gen Y.

    The dig at the juggalos, another group I do NOT identify with, is rather telling of how out-of-touch you really are with our generation. I have friends who work regular 9-5 jobs as nurses and accountants who look forward to the Gathering of the Juggalos as a chance to absolutely let loose and make some impulsive/bad decisions.

    Perhaps, if Scion has their way, one of those impulsive/bad decisions will be buying a Scion automobile.

    It would appear to me that you are the one out of touch, not Scion.

    • 0 avatar

      I have nothing against heavy metal fans.

      It’s the exact same as GM targeting the SXSW Hipster indie rock/hip-hop for white people demo. I’m not mocking these people, but I am mocking the company’s attempts to sell them stuff with disingenuous “lifestyle branding” events and self-important buzzwords.

      Also, hip-hop has its own cartoon, The Boondocks.

    • 0 avatar
      Macca

      RE:harshciygar – Really? It’s an opinion piece. He happens to think this is idiotic and he’s not alone. You’re going to defend Scion’s decision to market to heavy-metal listeners? And you’re defending juggalos, too? (No, these idiots don’t deserve capitalization as if they’re some significant group.)

      • 0 avatar
        harshciygar

        @ Macca

        My problem with this piece is that there is NOTHING to back up Derek’s opinion that this is an idiotic move.

        Opinion pieces should not be sans facts, and as I laid out in my reply, factually speaking heavy metal is perhaps more prevalent a presence than Derek seems to think.

        As a member of the same generation as Derek, I increasingly find his generalizations out of touch. What started out as an excellent series of articles aimed at understanding car buyers in Gen Y seems to have turned into a series of factless rants regarding anything that Derek doesn’t like.

        Sorry, but these branding attempts ARE the future. People in Gen Y identify by brand, rather than religion or race, whatever that brand may be. Mayhaps Derek does not, but many people our age certainly do.

        That is why you have people lining up for days ahead of the next iPhone release or Harry Potter movies.

        That is why Activision can keep repacking the same first-person shooter series (Call of Duty 547!!) and keep breaking release day sales records.

        That is why, despite evidence to the contrary, many people in Gen Y avoid American cars like the plague because they still think they are unreliable hunks of junk.

        So yes, I am defending Scions marketing attempts at heavy metal fans. Why? Because it isn’t like Scion is going to turn into a brand SOLELY marketing to heavy metal fans. It is just one of many target demographics Scion will be targeting, one with quite a large web presence and cultural impact.

        Also, the FBI feels Juggalos are significant enough to warrant a place on their terrorist watch list, despite having nothing to do with terrorism. So now ICP is suing the FBI to find out exactly why it feels Juggalos are such a threat.

        • 0 avatar

          You are too focused on my non-existent criticism of the relevance of heavy metal fans (look really close and you’ll see it’s absent) and the core of this article; why is Scion targeting heavy metal listeners. According to the piece, it’s because they “actually buy cars”, an unsubstantiated claim itself and they are smart and write 2,000 word blogs. Whoop dee doo.

          I’ve asked Scion for an interview with someone in marketing. Hopefully they won’t use the “our marketing data is proprietary” excuse, because I’m really curious to see if this is true or if you can replace “heavy metal” with basically any genre and get similar results.

          Your explanation of branding is overly simplistic. CoD, Harry Potter and the iPhone transcend all demographic measures and they are a superlative product, rather than just another commodity being marketed at yet another niche, like Scion.

          But even that can be overcome. Here’s an automotive example from Bob Hoffman, author of 101 Contrarian Ideas about Advertising

          Advertising that is really good gives you a reason to prefer a product when there is no reason. That’s what Hal Riney did with Saturn. He took a mediocre vehicle from a sclerotic manufacturer, and brilliantly turned it into a desirable quantity. He did it with his unique blend of plain-talk, humor, beauty, and bullshit. At one point Saturn had owners from all over the country driving to Spring Hill, Tennessee just to be with other Saturn owners. He did what all the smarmy brand babblers talk about but never come close to accomplishing — creating a brand. And he did it without once uttering the word “branding.”

      • 0 avatar
        tresmonos

        OEM’s can spend over $1.8 million USD in just the cars they put celebrities in to drive around for free. Marketing is one of the most mis-understood and most expensive operations of an idustry that really doesn’t have any concrete evidence of it actually working. Branding takes lots of money and lots of time to change.

        I’m not sure why people like to harp on Derek when some of his posts bring up some very intelligent discussion. Rather than saying somehing is ‘sinking in quality,’ STFU and just intelligently provide your counter point. Annoying case in point: Fromabuick6 on the CAFE article.

      • 0 avatar
        rwb

        For what little it’s worth, Bob Hoffman retracted that statement about Hal Riney; Curvin O’Reilly is allegedly the man behind the Saturn brand.

      • 0 avatar
        imag

        Harshciygar nailed it.

        Derek, your criticism now seems to focus on the lack of data supporting this move, simply because the Scion rep didn’t cite or produce data for a simple interview. Why would they show their data?

        In fact, I can’t figure out how you think they decided to make this move WITHOUT data. Strategy evaluations in advance of such a move are the norm, not the exception.

        Lifestyle branding is not new, nor is it any more nefarious than any other advertising, which is fundamentally about making people unhappy with everything they already have. It seems wise for Scion to diversify its brand if possible; the current image does not seem to be a home run.

      • 0 avatar
        Sigivald

        Harshciygar said: My problem with this piece is that there is NOTHING to back up Derek’s opinion that this is an idiotic move.

        Well, admittedly, he doesn’t have the raw data to prove it, but…

        See, I like metal. I like the sort of metal Scion’s sponsoring, more or less*.

        But I don’t think this can possibly be a net win for Toyota in terms of cost/benefit.

        (* I’ve actually seen Wolves In The Throne Room live, opening for Earth and Sunn O))). I’ve got a few Nachtmystium albums. And who hasn’t [so to speak] heard of the vastly influential Melvins?

        The others are Of A Sort and not outliers, just not things I’m personally familiar with.

        I mean, *I’d* want them to sponsor a Immortal, Portal, Ofermod**, and Sylvester Anfang II tour, but that’s why I’m not in marketing.)

        ** Well, if they weren’t moribund for the singer being in prison, allegedly.)

    • 0 avatar
      CurseWord

      It’s not the marketing campaign itself that’s bothersome, it’s that the people behind these sound like a socially-awkward dad trying to play Transformers with his kids for the first time.

      Just because someone has “a 9-5″ job doesn’t make intelligent. In that short doc. on the Juggalos I saw some of the finest evidence for sterilization ever. Granted, every group has their idiots, but the simple statement that people have jobs doesn’t qualify for them. It’s not having A job that’s important, it’s which job.

      I understand what you’re saying about target marketing, and the size of the metalhead fan-base. I don’t think Derrick was digging at the idea of target marketing itself, but how out of touch the speaker seemed.

      I understand target marketing. Why create one ad for 80 million people that’s so generic and general you pray it grabs a lot of people, when you can cheaply (relative to TV commercials) target small groups using things they like/resonate with. Makes sense.

      However, when the marketing leader’s reasoning for this is “They write over 2,000 words.” and “they’re thought leaders”(WTF does that mean?), that I find annoying. Lots of blogs are 2,000 words. It’s also a little insulting to assume metal fans DON’T have a lot to say. Only someone out of touch with that audience would be surprised by this fact. People that are passionate about music, any music, tend to intelligent people.

      • 0 avatar

        Except dubstep. But seriously, you can substitute “heavy metal” with fans of any genre of music and it would be interchangeable.

      • 0 avatar
        Georgewilliamherbert

        Derek. dude, don’t make me break out a synth. ’cause a dubstep soundtrack using RX-8 engine sounds and tire squeals is entirely possible.

        I could probably add a bunch of Tesla test driver whines; their HQ is just up the hill from $CURRENTWORK, and they apparently get busted if they speed in the vicinity. Their loss…

    • 0 avatar
      dave504

      The article is mostly trash and baseless speculation, but the headline did have the obligatory cheap shot at GM, as well as another one in the response.

      As an Austin resident, I didn’t realize that SXSW was the “Hipster indie rock/hip-hop for white people demo”, especially since music is only 1/3 of it. If that’s the case, what does that say about Honda, who sponsors ACL? What about Acura, who is the title sponsor of the New Orleans Jazz Festival? Newsflash: People who listen to music buy cars, sometimes automakers market to them.

      “Also, hip-hop has its own cartoon, The Boondocks.” Stop. Please.

      • 0 avatar
        Jean-Pierre Sarti

        Do you really think that companies like Acura are trying to sell cars to Jazz or Opera honks? Or do you think they are trying to get the plethora of tax breaks companies get giving to non-profits? come on man open you eyes.

        And oh by the way SXSW sucks precisely because they are only about 1/3 music. Live music capitol of the world…snicker snicker, yeah right.

    • 0 avatar
      tuffjuff

      @harshciygar

      I don’t think this article is trying to “downplay the importance of heavy metal listeners in society,” although saying that phrase makes me feel silly, but that the idea of going for SUCH a random, niche group of people, particularly after going after babyboomers and old people for the first ten years of it’s existance, seems like a REALLY weird, nonsensical move for Scion.

      • 0 avatar
        KalapanaBlack

        Keep in mind, Scion has been marketing to the trendy, city-dwelling twentysomethings that went clubbing every night and possibly dabbled with ecstacy. The boomers and older people ended up buying them in large quantities due to the inherent practicality of the original xB and, to a lesser extent, the xA (who buys the xD? Anyone?). Of course, Scion shat the bed with the xB redesign. They got closest to their target market with the tC, and I’m making a massive, unsupported assumption that the second gen car is selling to largely the same types.

        The iQ is lost in the wild, just like its template, the smart fortwo.

    • 0 avatar
      Freddy M

      “Tea, Earl Grey, Hot” This is a very interesting conversation.

      As a border Gen X/Y person, I see many elements from both sides of the fence. I have been guilty of uttering the phrase “kids these days” while at the same time getting looks of utter disdain from my contemporaries when I tell them I actually fancy dubstep.

    • 0 avatar
      DeadWeight

      The current squabbles aside, I am pining for the days when I see mulleted 17 to 20 year old males driving highly modified Scion FR-S’s, regardless of their musical genre preferences.

      Maybe Scion is planning on marketing a ‘Joe Dirt’ special edition?

      • 0 avatar
        Jellodyne

        Why would the mullets buy an FR-S when the ‘stang has more power and is ‘merican? Maybe the import tuner crowd, but I not any mullet crowd I ever met.

    • 0 avatar
      ellomdian

      You do realize that Metalocalypse is a not-so-subtle dig at the Metal culture, and not a celebration of all things Metal-y right? And dont get me wrong – I enjoy the music and the show.

      And while the bloggers may be the most prolific writers of genre fans, it by no means represents the actual quality of the authorship. Yes, the preference of that genre of music might predispose one to be more vocal of their opinions, but it does not mean that the writing quality(or pull) is anything more than stream of consciousness rambling.

      Lastly – any defense of the Juggalo culture is still-born at best. I don’t care how good you are at your 9-5 nursing job, if you are consciously able to shut down your judgement to make the kinds of decisions that seem common, nay, required to participate in that event, I don’t think I want you monitoring my prescriptions the next day.

  • avatar
    Marko

    More importantly, does Scion have any new PRODUCTS coming? The tC, iQ, and FR-S ain’t gonna cut it. Nobody knows they still make the former; the latter two are just niche products.

    • 0 avatar
      SC5door

      Seriously…no need for this brand.

      FR-S and IQ should be rolled into Toyota’s and be done with it.

      tC is just an also-ran.

      xB is already dead as once the KIA Soul started rolling there was no stopping that gravy train.

      • 0 avatar
        Freddy M

        “FR-S and IQ should be rolled into Toyota’s and be done with it.”

        +10

        I hope they do. It will stop me from having to re-badge my FR-S when I decide to get it.

      • 0 avatar
        28-Cars-Later

        Agreed, the “Saturn” of Toyota from a marketing perspective.

        I find it hilarious Toyota comes out with a “different kind of car” (Saturn pun notwithstanding) with xB, and Hyundai/Kia comes along and essentially knocks it off… and at the end of the day its the knock-off who wins. What happened to brand loyalty, wasn’t Toyota supposed to have it in spades?

    • 0 avatar
      MadHungarian

      There’s nothing terribly wrong with the tC (well, until that blocky restyle a couple years ago); it’s just that everyone figured out quickly that tC stood for “the Celica” and its appeal seems limited to that same declining niche of no kids, not expecting any soon buyers that are still willing to buy kinda-sporty coupes like Celicas.

  • avatar
    psarhjinian

    It’s hypertargeted marketing, and it’s not just Scion that does this, and it’s done because it’s effective.

    It’s just the next step away from mass marketing. First we got coarse demographics by age and race, which we’ve steadily refined into this. And it works because people tune out mass-marketing pablum now; you need to speak more directly and in a more relevant manner to your potential targets if you want to have any hope of getting through. It’s certainly important to Scion, who by it’s very nature isn’t selling 800,000 F-150s to a huge swath of the public. They’re a targeted brand; they’d be stupid not to do things like this.

    It’s also technically feasible to do this now. Whereas before this would have been blasted out through traditional outlets, it’s now possible to build profiles of customers and adroitly target relevant marketing—and much cheaper marketing, at that—at them. Why try to sell Scions with million-dollar commercials starring a bunch of generic clubland teens (and hit exactly no one) when actually trying to figure out your various customers actually, well, works.

    Or let me put it this way: how many people click on the poorly-targeted ads that TTAC runs (or rather, the ones that aren’t blocked by people who find them actively annoying). I’m sure VerticalScope’s revenues would benefit from less insipid marketing, and that’s what Scion is doing.

    • 0 avatar
      bikegoesbaa

      Wait, you mean a website full of technically-savvy gearheads isn’t the best place to sell my “make free energy at home” perpetual motion machines?

    • 0 avatar
      KalapanaBlack

      Bingo. Look how many full size truck trims/redesigns are launched at the Texas state fair. The Texas state fair, for God’s sake. But that does it. It’s a huge state, that likes huge pickups, and they have a huge fair, with lots of huge pickup buying people heading in.

      It should go without saying (though, apparently, it needs said, as proven by the existence of this post) that non-car enthusiasts don’t generally attend auto shows, spend a Saturday test driving new cars, buy and/or read automotive magazines or blogs, or perk up when the newest car commercial comes on TV. Car companies are marketing (and via marketing, selling) consumer goods to everybody. Therefore, they need to target what they feel are groups of people that they specifically want to spend money on their wares, hopefully targeting enough small niches that a large swath of the population buys hundreds of thousands of their cars. The only way to do this is to share (or act like they share) the interests of those smaller groups.

      Nobody who knows better thinks that Scion is randomly suddenly into metal music, and this may not be the cognitive short-skip that the Texas state fair->full size pickup connection is, but any company with something to sell can and should try to market to any group of people in order to up sales. That’s what ad companies/divisions do for a living.

      It may not make sense right now, but that’s what rebranding/brand repositioning is for. Cruising (like, on a ship) was neither a spring break nor a family outing until the late 1980s. That’s all it is now.

  • avatar
    wstarvingteacher

    Seems like intelligent sales rationale to me. Did you hear that Ford is introducing a new escort with special emphasis on sales to stamp collectors and Chev, a new S10 to owners of Donkeys.

    I can’t get excited or upset. I can only wonder what they might possibly be thinking. There have to be more rational categorizations on which to plan your sales campaign.

  • avatar
    racer-esq.

    “Maybe if Mercury had started marketing to juggalos, things would have turned out different.”

    I can definitely see Ford marketing popping for an ICP “Mercury Blues” cover. They funded the Fiesta Movement.

    Meat Loaf, who actually, unlike ICP, is associated with heavy metal, did cover “Mercury Blues”, and it was not enough to save Mercury: http://www.youtube.com/watch?v=USsH1Ee47mM

    Heavy metal may not be enough to save Scion either. And if that means the FR-S gets badged as a Toyota, then good riddens.

  • avatar
    Sinistermisterman

    As a former long haired, smelly metalhead, the idea of large corporations sponsoring events I would go headbang at makes me laugh. Perhaps the fellow headbangers I used to hang around with were different, but despite the copious quantities of beer and weed we consumed, we were a switched on bunch who were quite aware of how big business worked, and we often deliberately went out of our way to not buy anything that was directly marketed at us. It isn’t called ‘counter culture’ for nothing.
    If they want to market to some twenty-somethings, why don’t they go market to the “YA BRO, IT WAS LIKE TOTALLY AWESOME” Red Bull, X-treme sports morons. Their culture revolves around brands. I’m sure Scion would fit right in.

    • 0 avatar
      danio3834

      Too crowded maybe? The goons on the Mountain Dew payroll wouldn’t let them through?

    • 0 avatar
      jlight

      What do you drive Siniste……?

      • 0 avatar
        srogers

        As I recall, he drives the epitome of counter culture, a Cobalt!
        Maybe Scion is on to something here…

      • 0 avatar
        Sinistermisterman

        I did preface my statement with ‘Former… metalhead’. I have subsequently got a haircut and got a real job. But alas, yes, I bought a Cobalt. The only reason I parted with my cash was because it was CHEAP. I now wish I hadn’t.

      • 0 avatar
        86er

        Yes, but is it a haircut you can set your watch to?

      • 0 avatar
        Sinistermisterman

        Lol!
        No, again I’m a total cheapskate at heart. Why pay someone else to cut my hair every few weeks when I can buy a set of Wahl clippers once. That, and rapidly approaching baldness tends to ruin any attempts at haircuts.
        I’ve subsequently found out that apparently my latest appearance makes me appear “more dominant, more athletic and a better leader.” Woo.
        http://www.cbc.ca/news/technology/story/2012/10/03/bald-shaving-wharton.html

  • avatar
    grzydj

    Heavy metal dude buys an xB because his drumset and or guitar amps can fit into it.

    A “musician” like a DJ can buy any kind of car they want because their iPod fits into their front pocket. (iPods don’t fit into back pockets of skinny jeans)

  • avatar
    billfrombuckhead

    From the zaibatsu that calls it’s vehicles “TRD”s

  • avatar
    Pch101

    “The percentage of metalheads who will buy a car based on Scion’s support of concerts and “lifestyle events” can’t be large enough to make an appreciable difference in Scion’s sales.”

    In a given year, 90% of adult Americans won’t buy or lease a new car. Yet we have automotive marketing, anyway.

    These types of marketing campaigns are fairly cheap. They don’t need to produce high volumes in order to be worthwhile. The cost of advertising at a few concerts and giving press cars to bloggers is negligible. A single Super Bowl ad probably costs more than one of these campaigns.

  • avatar
    dejal1

    I’d like to see a Scion display at a ICP gathering of the juggalos.

    Maybe even test drives on site. Might have to hose off the juggalos and juggalettes first before they get in the car.

    For what it is worth, I do think ICP is very talented. Wacked, but talented.

  • avatar
    patman

    There is nothing Metal about Scion.

    Sure, technically the cars themselves are largely made out of various metal alloys but they are not Metal.

  • avatar
    SunnyvaleCA

    For my favorite commercial, just goggle: microsoft confutatis email ad

    “Where do you want to go today?” … the music, translated from latin: “The damned
    and accursed are consigned to the flames of hell.”

  • avatar
    srogers

    I don’t understand the vitriol directed at this marketing plan. While a man of great intellect and taste, Derek should consider that Scion probably didn’t do this to piss him off personally, nor does Derek represent every group in his age cohort.

    If the spinoff is that midde aged bald guys like me buy a few more Scions because we think that it’s edgy, then Scion wins those sales with this attempt.

    Marketing is black magic anyway- we’ll never know what effect this plan will have because it can never be measured.

    • 0 avatar
      danio3834

      People just find it generally insulting to believe they might be subliminally or otherwise influenced by a committee of faceless people to buy a given product. That’s all.

  • avatar
    danio3834

    The drummer in my cousin’s metal band drives a Caliber. My cousin (singer/guitarist) drives a fully restored ’93 Bronco EB.

    Take what you will from that, Scion.

  • avatar
    MrGreenMan

    There have been plenty of metal songs about cars. Those are fast cars. Those cars have V8s. From Judas Priest albums opening “Licensed to kill in my 350 Bonneville”, to Helloween’s Steel Tormenter, to Rob Zombie’s Black Sunshine or Blacktop Rolling or Dragula, it was always about the power. Even Deep Purple has made sure that, even as Ian Gillan and the boys have aged, it has been at least “six cylinders – oh, my!” (TEN cylinders when David Coverdale murdered the song as “big fat t…s”)

    Isn’t the entire Scion lineup powered by I4 engines? The FRS is lacking, and the tC is really lacking, in a vulgar display of power.

  • avatar
    Jack Baruth

    I went to see Iron Maiden when they did the Maiden England tour at Indianapolis recently.

    This is what I remember, barely:

    * cooler full of Ketel One in the trunk of the Town Car
    * some thirty-something girl asking me to watch her pee in the porta-potty
    * me complying with that request
    * her boyfriend being uncool about it
    * me riding the boyfriend’s kick-ass AMF Harley around the parking lot during the bro-hug reconciliation
    * falling forward through two rows of seats during “Can I Play With Madness”
    * walking to the hotel

    What I do not remember:

    * a Porsche banner or any Porsche marketing.

    I tell you, it could have made the difference.

    It was this gig:

    http://www.gigwise.com/news/74843/iron-maidens-bruce-dickinson-slams-fan-for-texting—watch

    If only Bruce had said, “YOU’RE A WANKER! BUT 991 OWNERS ARE NOT WANKERS! I COMMAND YOU TO LEASE ONE!”

  • avatar
    Roberto Esponja

    That girl is dumber than dog dish hubcaps.

    She sure is pretty, though…

  • avatar
    sketch447

    Derek is quite correct; Scion’s marketing to metalheads is an exercise in futility….
    Hardcore metalheads are notoriously anti-establishment, and by extension, anti-corporation. Any targeted marketing aimed at them will be met with resistance, just for the sake of resisting…..
    Also too, metalheads (and I’ve known plenty) are usually strapped for cash. Most hold minimum wage jobs. Very few are in a position to buy a car, much less support that vehicle over time…..
    Get real, Scion. You’re the squeaky clean daughter of a squeaky clean mother (Toyota). You can’t dress up Snow White in a leather brassiere and studded tanker boots and expect to fool anybody…….

    • 0 avatar
      mcarr

      Given Scion’s sales history, maybe they’re really marketing to former metalhead’s that have grown up, gotten haircuts and day job’s and want to recapture a portion of their misspent youth?

      Genius!

    • 0 avatar
      Chicago Dude

      “Also too, metalheads (and I’ve known plenty) are usually strapped for cash. Most hold minimum wage jobs. Very few are in a position to buy a car, much less support that vehicle over time”

      Well now see, in my small sample size of greater than 2 and less than 10…

      All of the metalheads I know have good jobs in the IT industry, which as everyone knows has an unemployment rate of less than 5% and above average salaries. They all tend to have good finances because they don’t tend to buy every piece of junk advertised on TV.

  • avatar
    el scotto

    Hell, why doesn’t Scion market to Parrotheads? Are you a male aged 30-40, have a decent job, wear Hawaiian shirts to Jimmy Buffett concerts and get way too drunk at them? We have a Scion FOR YOU!! It would probably cost about the same and actually sell a few daily drivers.
    Most marketing campaigns are inane. I’d just like to see an ad that shows me the car, tell me it has does, and tell me the price. Instead I get luxury SUVs being driven on roads I’d drive my mom’s Cobalt on or glimpses of a car is some shiny urban landscape at night. WTF?
    Most marketing departments haven’t figured out they’re about as relevant as HGTV shows men are forced to watch if they ever want to see their significant other nekkid again.
    Yes, “House Hunters” is the female equivalent of a fishing show.

    • 0 avatar
      DeadWeight

      Some say that given the FR-S’s acceleration time, driving one is the equivalent of “just chillin’ in Margaritaville.”

      All we know is that it’s 2.O liters of slow.

      • 0 avatar
        Grahambo

        I’ve noticed you really don’t like the FR-S! You know, the RX-8 isn’t very fast either….doesn’t mean it’s not a great car.

      • 0 avatar
        DeadWeight

        The RX-8 is better in every respect save for fuel economy than the Toybarus, IMO. I’ve driven the FR-S twice, but not the BRZ (though they’re essentially the same car).

        The manual RX-8 is also significantly faster. The spread between a 5.9 0-60 time for the 8 and anywhere from 6.4 to 7.2 for the manual Toybaru (depending on what publication one chooses to believe) is significant. My seat time in the 6MT FR-S reinforces how wide a gap there is in quickness between the two.

  • avatar
    icemilkcoffee

    Frankly if they are sponsoring music festivals- I don’t see that as a bad thing. I think it’s a positive thing for everyone. Especially all-ages festivals with low admissions fees. That would engender a lot of good will.

    A lot of the big name acts have gotten too greedy. They’d rather play fewer shows and charge $100 per ticket, than play multiple shows and charge $15.

  • avatar
    Polar Bear

    I am surprised Scion wants to associate itself with a sub culture which is controversial in the rest of society. We are talking heavy metal here, not the Beach Boys. Or do they think they can do heavy metal one day and Sunday School the next and nobody will notice?

  • avatar
    glwillia

    As someone who likes metal, has been to quite a few gigs, and knows quite a few metalheads, I’ll say this: metalheads HATE being advertised to/pandered to, they tend to live frugally and only really spend money on things related to metal (including beer), and in terms of cars they tend to drive something cheap and practical.

  • avatar
    Junebug

    I think it was John Goodman playing “King Ralph” that pointed out to the african king – hey, guys just want a car that will get them laid.

  • avatar
    darex

    Translation: “Scion to actively target Caucasians for sales.”

  • avatar
    ajla

    This is not new at all.

    The Scion Rock Fest has existed since about 2008.

    Also, relevant videos (maybe NSFW):
    http://www.youtube.com/watch?v=0fvOg13V5mI
    http://video.adultswim.com/assy-mcgee/assy-mcgee-used-cars.html

    I never really considered myself a “thought leader” more of a “massive insomniac”.

  • avatar
    RatherhaveaBuick

    This is another example of how car manufacturers clearly do not know how to market anything anymore. I can’t think of a car ad that I’ve seen that has actually left an impact on me in years.

    At the risk of sounding uninformed, I am only 20. But I remember the 90′s, and I loved those old ads for the Dodge Neon when it was introduced (“Hi!”) I remember Joe Isuzu. I remember “Like A Rock”. I remember “We Build Excitement!” I also have Youtube…therefore I’ve seen what car ads used to be like before my day.

    Whatever happened to the Tony Scott directing Nissan 300ZX commercials? Slogans that actually stick with you? In 20 years, no one will remember “Ford: Drive One.”, but people will still recall “Have You Driven A Ford Lately?”

    Advertising is in a sad state in general, and the marketing department of at Scion is a prime example of this.

    Also, as a metalhead, I can’t imagine a car less “metal” than a Scion.

  • avatar
    28-Cars-Later

    Shes just full of fail and saline implants.

    “U.S. Americans”

    Gotta love it.


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