Print Español

Scion Lifestyle

 

Take a look at whats going on in the world of Scion.  More than just a car, Scion is a lifestyle.  Are you ready to truly make your car a part of you?  Express yourself in a new Scion today.

Generation Y & the Scion Lifestyle?

According to Toyota, the one of the purposes of coming out with the Scion was to appeal to the "Generation Y" (Gen Y) crowd.

"Scion's target buyer (Gen Y) is information rich, time poor and highly technology savvy," Toyota has said. "Scion caters to this influential generation with unique products, a distinctive dealership environment and a revolutionized sales process, all complemented by an astonishing sticker price."

Simplicity is important to Scion's target buyers, and the extensive standard specifications list was derived with this key objective in mind. Both the xA and xB are mono-spec vehicles. Customers make only a few key choices when purchasing their vehicle: model, transmission, color and accessories

Toyota has publically stated that the rollout of Scion's first two production models in 2003, the xA and xB, was created to meet the demands of an emerging culture of the Generation Y car buyers.

Who and What is Generation Y?

Generation Y, known as the "Millennial Generation", refers to people born from about 1980 through and including the year 1994.  "Generation Y" alludes to a succession from Generation X, a term which was originally coined by the Canadian fiction writer Douglas Coupland in 1991. Generation Y are primarily children of the Baby boomers and Generation Jones, though some are children of older Gen X adults.

Generation Y Demographics

The term "echo boom" (used in reference to Gen Y) refers to a five year span between 1989 and 1994 when for the first time since 1964, the number of live births in the US reached over four million. Previously, even the rate of 1965 (3.76 million) was not reached until 1985. Also, the birthrate of 1971 (3.56 million) has yet to be reached according to the 2000 US censusIf the years 1988-2000 are used, as is common in market research, then the size of Generation Y in the United States is approximately 76 million.

Gen Y Sociological Aspects

Facebook, MySpace, SMS and other instant communication technologies can explain Generation Y's reputation for being peer oriented and for seeking instant gratification. Generation Y, like other generations, is shaped by the events, leaders, developments and trends of its time.

·          Members of this generation are facing higher costs for higher education than previous generations.

·          The Boomers have been labeled the "sandwich generation" because so many of their Gen Y offspring remain home well into their 20s right at the time that their own parents are needing more care.

 

·          Gen Y is the most educated generation in history.

As members of Generation Y in the United States begin to enter colleges and universities in large numbers, some of their Baby Boomer parents are becoming helicopter parents. Many college advisors and administrators worry that this could have a negative effect on Generation Y's social progress, ego, and developing maturity.

 

·          Many business owners feel that members of Generation Y were found to be "demanding, impatient and bad at communicating," according to a 2007 survey. The survey found that almost 70% of those surveyed found their Generation Y workers to be dissatisfying, with poor spelling and grammar and no understanding of appropriate corporate behaviors. However, the survey also showed most employers praised the energy and charisma of their Generation Y workers.

 

·         Gen Y represents more than 70 million consumers in the United States. They earn a total annual income of about $211 billion spend approximately $172 billion per year and considerably influence many adult consumer buying choices.

 

·         A 2008 survey suggested that Generation Y are generally more ambitious, brand conscious and tend to move jobs more often than ever before. The survey also revealed several misconceptions about Generation Y, including that they are as loyal as their predecessors and believe that their job says something about them as individuals.

 

·         Generation Y has experienced family breakdown and increasing rates of mothers out to work at levels unmatched by the formative years of older generations. Not all of them have had the support from home that their parents and grandparents had. This has led them to be more peer-oriented. This is why workplace culture is so important to Gen Y workers


Generation Y & Technology

A recent survey (2008) of 7,705 Gen Y college students in the US found that:

·         97% own a computer

·         94% own a cell phone

·         76% use Instant Messaging.

·         15% of IM users are logged on 24 hours a day/7 days a week

·         34% use websites as their primary source of news

·         28% own a blog and 44% read blogs

·         49% download music using peer-to-peer file sharing

·         75% of college students have a Facebook account

·         60% own some type of portable music and/or video device such as an iPod.