Scion (Hokusei)

Scion is a marque of automobiles produced by that debuted in 2003. Intended to appeal to younger customers, the Scion brand emphasizes inexpensive, stylish, and distinctive sport compact vehicles, and uses a simplified "pure price" sales concept that eschews traditional trim levels and dealer haggling; each vehicle is offered in a single trim with a non-negotiable base price, while a range of dealer-installed options is offered to buyers for personalizing their vehicles. The Scion name, meaning the descendant of a family or heir, refers both to the brand's cars and their owners. In an effort to target millennials, Scion primarily relies on guerrilla and viral marketing techniques.