
Just got back from a meeting with Scion. I've been tapped to work on design and development of one of their online initiatives (can't disclose much more at this time). This is the 3rd year that I've been working with the guys over there under my Racing Code brand. We've done a few collaboration tees, designed the exterior graphics of their airstream trailers, and few other projects. What I've noticed is that Scion is focusing more of their efforts on the racing front, which I think is a good move. Scion is pretty much known for their independent art/music scene, which they will continue to support I'm sure. Honda has tried, unsuccessfully, to capture this lifestyle with their Element/Fit ad campaigns. With the Nissan Cube and SOUL from Kia (see photo) coming online soon, Scion needs to stay ahead of their competition and motorsports seems to make sense.

As with most car enthusiasts, the clubbing lifestyle is okay but not enough to influence me to buy a car - the brand must have some credibility in motorsports (either SCCA or racing leagues). Right now, Scion has presence (team sponsorship) in drag, time attack, and of course drift. It's sort of a dual personality thing - is the brand representing artist/musician or motorsports communities. I guess they're not trying to convert a DJ to suddenly appreciate drifting, but it opens up a new market of potential customers who thought Scion cars are only for the starving artist-type. To really push me over the edge, I would need a RWD Scion coupe.


