Why kill SCION was the right decision!
When Toyota Motor forward- looking at the millennium and aims its new Scion edgy small car brand twenties, he would have guessed that the model died after only 12 years.
By killing the brand last week, the Japanese company responded to the changing habits of those born in the 1980s millennials, 90, and 2000 that are reshaping the traditional model of ownership of the car.
Surveys tell us that we young buyers are less interested in owning cars, said one of those behind the Scion brand.
Either they do not have the financial flexibility or they're replacing car ownership with carpooling or car services like Uber radio call, he said, adding that Toyota redirect its resources Scion in its Toyota and Lexus models.
Toyota launched the Scion brand in the hope of Y-ers generation Toyota buyers become tomorrow's adults.
It worked, for a while, with 173,000 cars selling brand in 2006, but sales dropped to just 56,167 last year, prompting the largest automaker in the world to call time Some will Scions rebadged as Toyota.
I do not think my generation hate cars, but the way we look at cars is different now, said Brandon Perez, a construction management Commander 18 at California Polytechnic State University in San Luis Obispo.
For my generation car purchase Parents is a great goal cars are still important and the kids in my age group still want to drive, but we are not as focused on the automobile.
Perez also feels the youth of today are gift buying practices and spirit t used cars are now reliable and sustainable.
He thought that Scion has failed to live up to its billing as an aspirational brand they were slightly restyled as Toyotas They are different, but otherwise the Scion tC, for example, is not so different from driving a Corolla.
Given the demographics of an economy of sharing and a generation that lives largely still at home with their parents, juggling debts and get married later, the car industry is having to shift gears to meet .
In addition, technology companies like Apple, alphabet and Uber are fleshiness to control the cars of the future.
In the largest cross-Detroit Silicon Valley deal to date, General Motors is investing $ 500 million in 08 billion RM2 Lyft, a private tour Hailing service in the United States and plans to develop an application on self-driving cars Network .
Others also meet the waves breaking technology and techies millennials, who want more their cars are also connected their homes although Paula Poveda, a student aged 19 in Tallahassee, Florida, believes that connectivity today is against the need to own a car.
We are more connected than my parents generation and technology allows us to be in touch with friends at all times we do not have to go all the time.
She said she does not need to own a car and when she does, she'll probably buy a used model or to get a hand-me-downs from her parents.
At the recent Consumer Electronics Show in Las Vegas, Toyota and Ford said they will adopt the same SDL SmartDeviceLink software to connect smartphone applications to the screens of the car dashboard, and invited other automakers in the rejoin.
Toyota also explores his own carpool business model, the smaller design, more maneuverable i-Road vehicles, which could be used specifically for municipal services carpooling.
The marketing manager of an Asian automaker said the changes brought by tour Hailing and car sharing services have been an important factor in recent move his company to review its premium brand strategy.
Since these applications and services are gaining traction, more households are likely to be limited to a car, said the executive.
From day to day, and for short trips for shopping, they can use Uber or similar services These households buy more probably just a car and spend more money on this car.
This would most likely be a premium car that is where our growth will come, he said.
Many of my generation aren t so good at saving money, said Daniel Scarpato, e-Commerce 25-year old worker, who recently moved to Beijing from California.
The labor market for us is not great, and most young people I know are in debt Buying a new car is a bit of a luxury.
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