Scion may have taken some heat for its heavy metal marketing initiative, but Toyota’s youth brand is about to put its money where its mouth (and marketing dollars are). Scion will launch a small-business incubator, dubbed Scion Motivate, to help young people get creative-focused start-ups off the ground.
Automotive News outlines the process as such
The 50 individuals with the best ideas will be brought to Los Angeles for a three-day small business conference with panelists and speakers, all of which will be streamed on the Web for those who didn’t win. The 50 semifinalists will then compete for 10 winning spots that will each receive $10,000, a new Scion vehicle and a six-month mentorship from a successful small-business owner.
Rather than sit and figure out ways to sell cars to “Millenials”, Scion is doing something, however small, to help solve the biggest automotive related problem for Generation Y; nobody has jobs – or a decent paying job – which makes vehicle ownership an expensive and unattractive proposition. Now, this is far from catch-all solution to getting Gen Y motorized again; things like urbanization and environmental consciousness have dampened the enthusiasm for cars to an extent, but it is far from flat-lined, as some would like us to believe.
We salute Scion’s efforts to encourage entrepreneurship among youth; in an era of “you didn’t build that” and dismal unemployment figures for young people, this is the right program with the right message, even if selling cars is the ultimate driving force behind it.