rant

So since there is no 8 scene where I live, I generally hang out with the Richmond Scion club.

Well, this past weekend I tagged along on a trip to NJ for the NHRA Spring Import Nationals, Mazda has a lot to learn about customer service and I think Scion would be a great teacher.

Scion has a website, ScionVIP that allows Scion owners to sign up for these events in limited quantity, as a VIP guest, I received all sorts of Scion stuff, Shirts, Hats, Key chains, cds, etc etc, free entry to the NHRA event and all events for the weekend, dinner (and a nice one at that, no burgers and dogs here it was full on Italian, chicken parm, penne, tiramisu, canoli's etc.)

The regional Scion rep even gave out Scion accessory certificates probably $3000-4000 worth, and made a statement that blew me away "keep modding your cars and showing em off and we'll keep doing things like this" can you imagine a Mazda rep having a job afterwards?

And what does this cost a major manufacturer? Nothing because the PR and advertising aspect is amazing, I don't even own a Scion and felt like I was their best customer in the world.

FYI, for those around Richmond I'll be at the Scion meet tomorrow if you want to actually show up with an 8. PM for location and time.

Flame all you want, but Scion knows how to treat a customer, and Mazda needs to learn. Hell even for the DGRR trip which was Enthusiast run, a Mazda rep couldn't be bothered to show up! This even was Scion driven.

/rant

 

I've been in CS and PR for along time. (8years?) Most businesses just want you to hand them your money, then you go away.
Everything for the most part is "make the most money you can for the least amount(time and money) put in"

I'd love to see more companies that care. Not sure that will ever happen, in America atleast.

 

I remember back in 95, I had a Beretta Z26 and my friend had a brand new Saturn. We both had brought our cars in for services and a friend was driving us to pick up our cars, mine was at a Chevy dealership, his at Saturn. We stopped off at Saturn first... his car had been washed, waxed, and had a fresh rose sitting on his dashboard. A week later, they sent him a Hallmark card, thanking him for being a customer. When we got to my car, all the change I had left in my car for toll booths had been stolen and 2 things I accidentally left in the trunk were also stolen. We joked that Chevy was going to send me a card telling me what a chump I was. Eventually, Saturn started making cars that people actually wanted to buy, and their 'stealerships' became just as hit and miss as anyone else. Once Scion starts making cars worth buying, they will be just as "rude" as everyone else.

 

They already do make cars worth buying IMO. No they don't make a sports car - but they also don't say that they make a sports car. The tC is one of the best compromise cars out there. It looks pretty good, gets great mileage, is "sporty", cheap, and the interior fit and finish and ride quality is far superior to anything IN ITS CLASS. And its built by toyota which makes the brand - at the very least - instantly reputable. You just need to know what you are looking at when you buy a scion. Its a great economical DD, not a sports car.

 

It is amazing that a company as stodgy as Toyota got this marketing/branding campaign for Scion going. They must have had some young folks or hired a company.

 

I have to admit I am impressed with the turn out and quality of the Scions at the shows I go to.
More often than not, they are all completely sponsored (for the show) by Scion and get preferential placement and materials.
I don't know about quality (though, I suppose it is probably top-notch since it is Toyota), but I wouldn't refuse a tC if someone gave me one to keep.

 

When you have bucketloads of money Toyota as a parent, I am sure it only helps Scion afford sponsoring everything.

 

exactly, and also keep in mind scion's business - they don't have to spend money like other car companies. yes they're backed by toyota, but also, they don't have scion dealerships, at least not that i've ever seen. i've heard you design your car completely online, and then order it, no salesmen, no brick and mortar, no sales managers, etc. they're like the ING of banking, so spending a couple thousand here and there on stuff like that is easy.

but you're right, i WISH all dealers could/would treat us like that.

 

Ever seen Mazda at Hot Import Nights, especially a few years ago with the Protege and Mazdaspeed Miata show cars?


Mazda has an infinitely smaller marketing budget than Toyota (Toyota has spent more money launching the new Tundra than a lot of automotive companies spend on marketing in a year).

Scion has been a huge success where the Matrix failed (trying to attract a younger Toyota buyer). Instead of telling the public the cars were designed for a younger audience, like they did with the Matrix, they just marketed it as cool and hip instead. I guess young people don’t like to be told what to buy.

I can’t believe they have sold so well to young people. I used to sell cars at a Toyota/ Scion dealership and Scions are the epitome of Toyota boredom: sloppy handling, horribly underpowered, and ugly. The only things they have going for them are nice stereos for the $, great gas mileage, and lots of usable space for the car’s size. The tC is definitely a step backward from the Celica GT-S. I only sold one Scion to a person under the age of 25, the rest were all to old and weird people trying to be cool.

 

Scion is going all out for the Teen- Twenty Something crowd hardcore 'cause they know most people stick with a brand of car if they like it and treated nicely. Now after these people grow up and get out of college they'll upgrade to a Toyota, then after a few more years after that they will upgrade to a Lexus. That is Toyota's plan and well its a good one honestly. Still surprised other car makers havent mirrored this plan, I know a few have to a extent but not as clear cut like Toyota.

But it would be nice if Mazda did similar things atleast in regards to the Mazda 3 and now MS3. Get 'em hooked young and they'll stay with you for the most part.

 

Well of course, that is why everyone wants to grab the buyers while they are young and keep them hooked with good products. Remember, Mazda has second youngest average buyer (Scion has the youngest).

Toyota's Project Genesis: http://en.wikipedia.org/wiki/Toyota_Project_Genesis