Scion was first introduced in March 2002, at the New York Auto Show at that time the Scion brand consisted only of two vehicles. In 2003 Toyota founded Scion, which is a marque of vehicles and Scion parts. All automobile manufacturers have a driving force behind the their development and marketing. Scion's long term goal is to produce Scion parts and vehicles designed to appeal to Generation Y consumers.
Scion uses sales tools such as "Pure Price" and monospec trim levels with a wide selection of factory Scion parts and accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion badge. Pure price means that the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership, is the price customers will pay for their scion parts. This includes Scion parts, vehicles, accessories, finance and insurance products. Pure Price is designed to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be open and consistent to all customers. Scion offers a number of different accessories and Scion parts through their special after market program.
Scion currently has three models: tC, a 3-door lift back based on the European marketed Toyota Avensis but made with Scion parts; the second-generation xB, made with Scion parts, but is the 5 door box shaped compact wagon sold as the Toyota Corolla Rumion in the Japanese market; and the xD, a 5 door-subcompact car that is sold as the Toyota ist in Japan, which is based on the Yaris 4 door platform with Scion parts but containing the 2009 Toyota Corolla's engine.
Scion's marketing plan for its vehicles and Scion parts is as unique as the shape of the vehicle itself. To advertise the Scion and Scion parts, Toyota began a new campaign using a form of guerrilla marketing. The company began selling its Scion parts and cars using posters and ads in movie theaters and TV to direct consumers to a number of websites. Since its inception, Scion has advertised its vehicles and Scion parts in non traditional ways with a particular focus in new media. They have gone through great efforts to make their audience identify the vehicle and Scion parts as being trendy, sporty and modern. Scion's latest marketing endeavor involves their sponsorship of VBS.tv's show Thumbs Up!, they have also teamed up with Gaia Online, providing Scion parts for the xB. They also advertise Scion parts and vehicles by promoting artists and events; they have their own viral website, and their own radio station.