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Choosy Scion leaves Network TV

4be_1 Toyota would rather find life-long customers than sell more cars. They are strengthening their bonds with younger driver by making Scion into a cult brand. Everyone is thrilled except the car dealers.

WSJ: A Way Cool Strategy: Toyota's Scion Plans To Sell Fewer Cars. 2006-Nov-10, by Gina Chon061115e

...To better position it as an "underground" brand, Scion over the past year has reduced its television advertising...Now it is re-evaluating that strategy and may completely get rid of television advertising so it can focus more on experiential marketing, including event marketing and branded entertainment. Scion already launched its own music label for emerging artists and its own clothing line called Scion Release....

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