Discussion Starter · #1 ·
Scion is lowering its expectations for the new 2011 tC, announcing sales targets below what the youth-oriented brand was targeting earlier this year. According to brand VP Jack Hollis, Scion is now hoping to sell between 35,000 to 45,000 of the cars – down from a 40,000 to 50,000 estimate in March.
Still , Hollis says the tC will reinvigorate the brand, doubling sales for the most popular Scion model. Last year Scion sold just 18,000 tCs, down 56 percent from 2008. It's not clear if the downgrade is due to reaction to the car now that it has officially launched, revised economic expectations, or both. Hollis did point out the sales drop last year was due to the unique way in which the recession affected younger buyers – leaving a higher percentage of Scion's target demographic unemployed.
While a solid improvement over the first generation tC, the new model isn't as revolutionary as many had hoped. Hollis does believe in the product however, and commented that its success also relies on a lack of competition in the segment, with the Kia Forte Koup the car's latest competitors – with the Honda Civic Coupe due for a remodel soon.
To reach the targets sales goal, Scion will be planning a marketing blitz
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