Generation Why: Scion May Eclipse GM For Stupid Market Move Of 2012

Derek Kreindler
by Derek Kreindler

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.

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

Derek Kreindler
Derek Kreindler

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  • Darex Darex on Oct 04, 2012

    Translation: "Scion to actively target Caucasians for sales."

  • Ajla Ajla on Oct 04, 2012

    This is not new at all. The Scion Rock Fest has existed since about 2008. Also, relevant videos (maybe NSFW): I never really considered myself a "thought leader" more of a "massive insomniac".

  • RatherhaveaBuick RatherhaveaBuick on Oct 05, 2012

    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.

  • 28-Cars-Later 28-Cars-Later on Oct 08, 2012

    Shes just full of fail and saline implants. "U.S. Americans" Gotta love it.