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Scion Setting Up "Thunderdome" Experience at NAIAS

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Scion will be doing away with their Matchbox-style vehicle display at the upcoming 2012 Detroit Auto Show to make way for their new "Thunderdome" experience.

The Matchbox-style display has been used by Scion for the last five years at all major auto shows, but with the new 2013 Scion FR-S making its North American debut, Scion knew they had to do something newer, bigger and better.

Scion's new booth space at the Detroit Auto Show will be 30-percent larger than last year's, featuring an expansive product and media theater nicknamed "Thunderdome." A 15-foot-tall, overhead LED surround structure will enclose the new exhibit with the 2013 Scion FR-S at the center of it all. And rightfully so, as the new rear-wheel-drive sports car is sure to be a huge hit in America read our review on the new FR-S here.

In total, the Scion display will have nine products on hand, including their iQ micro sub-compact. Each product will have their own zone and video wall with digital product information and comparison tool. Those attending the show will also get to tinker with Scion's sX, an award-winning experience that features branded content, user participation and information sharing.

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