One of those new Scion FR-S's passed me on the highway yesterday. Damn, but it's a fine looking little machine (although I'd probably go for the Subaru BRZ, which is the same car. This model was a co-development project of Toyota and Subaru).
Scion makes some interesting vehicles targeted at specific demos and lifestyles (cf. Scion iQ and tC).
According to Autoblog and AdWeek, the company thinks that they have a market in the metal crowd. They're going to continue to invest heavily in sponsor metal events, albums and music videos. So far, there have been 10,000 events involving more than 1,700 bands.
Fascinating choice--and a wise one. Metalheads aren't just kids living in black bedrooms in their parents' basement. Metal fans come in all sizes and stripes and income levels. Props to Scion for recognizing this.
But metallers are a proud bunch. How will they react being marketed to by a global company like Toyota (parent of Scion)? Still, wouldn't you love to work for the agency in charge of this marketing initiative?