Ch. 8 - Segmenting and Targeting Markets

        In 2005 Toyota decided to develop and promote a car that would appeal on a global scale to 18- to 25-year-old, a group that will dominate global car sales in 2020 therefore, they developed Scion brand. A well-designed car for the segment market that Toyota wished to reach. The Scion product concept came from the observation that many West Coast youth were attracted to low-cost cars such as the Honda Civic and the Toyota Corolla.