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As generation Y enters the market for new cars, there is one manufacturer which is working to attract their attention and bring them in at the youngest possible age. The Scion brand of car was created in 2003 to meet this requirement for the Toyota Company, and the brand has taken on a personality of its own. It is designed to attract these young consumers and draw them into the market with the Scion brand of car. The company is working hard to attract younger customers, adding features like a limited edition run of each release with full features and a bold, hip color to appeal to the younger buyers. These runs are extremely popular, but the cars remain at an economy price thanks to the Scion "Pure Price" philosophy, which dictates that their cars are to be sold at sticker price. This prevents demand inspired markups and eliminates haggling and time-consuming negotiations for a generation that is already famous for being on the go."
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