James Farley Vice President, Scion January 19, 2005

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James FarleyVice President, ScionJanuary 19,
2005
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Owners Passion
Scion Exposed Owner Event February 04 Orange
County, California
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Owners Passion
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Generation Y Future of the Marketplace
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Generation Y Will be within 5 of the Boomers
in lt 5 years
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Different Expectations
Product Choice
Customization
Product Quality Service
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How we tried to adjustThe Scion Story

• One to One Marketing
• Customer shares an intimate relationship with
  Scion
• Creative Engineering
• Democratize luxury and celebrate creativity
• Redesigning Retail
• Timeliness, transparency and salesperson knowledge

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Scion Internet Sites

• Scion.com
• Scionlife.com
• Scion Evolution
• Scion Magazine

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Scion Test DrivestC Unleashed
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Building a Community
Magalog
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Scion Advertising
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Creative Engineering
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Premium Compact Owners 35 and Under Are More
Critical than Older Owners
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Problems Per 100
Note Premium Compact Owners Only
J.D. Power and Associates Initial Quality Survey
2004
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Scion Accessory Strategy
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Shop in Shop
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Finance and Insurance
Vehicle Purchase Time (minutes)
J.D. Power and Associates Sales Satisfaction
Study 2004
Note Segment Average excludes Scion and Toyota
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For the industry, younger buyers clearly are more
challenging to please
Relationship Between SSI and Age
Industry Average 846
J.D. Power and Associates Sales Satisfaction
Study 2004
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Gen Y Becomes the Automotive CustomerAre We
Ready?
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