James Farley Vice President, Scion January 19, 2005.
Transcript of James Farley Vice President, Scion January 19, 2005.
James FarleyVice President, Scion
January 19, 2005
Owner’s Passion
Scion Exposed Owner Event
February ‘04Orange County, California
Owner’s Passion
% of Potential New Car Buyers
0%
5%
10%
15%
20%
25%
30%
35%
40%
2004 2010 2020 2025 2030
Boomers
Gen Y
Generation Y: Future of the Marketplace
Generation Y – Will be within 5% of the Boomers in < 5 years
20%20%
5%5%
Different Expectations
Product Choice
Customization
Product Quality & Service
How we tried to adjust:The Scion Story
•One to One MarketingCustomer shares an intimate relationship with
Scion
•Creative EngineeringDemocratize luxury and celebrate creativity
•Redesigning RetailTimeliness, transparency and salesperson
knowledge
Scion Internet Sites
– Scion.com– Scionlife.com– Scion Evolution– Scion Magazine
Scion Test DrivestC Unleashed
Building a Community
Scion Sessions
Art Cars
AftermarketShows
Magalog
Film Festivals
Scion Advertising
Creative Engineering
Premium Compact Owners 35 and Under Are More Critical than Older
Owners
139
195
120 123138
93114
90
Scion Toyota* Honda* PremiumCompact*
35 and Under Over 35 Years Old
*Note: Premium Compact Owners Only
Problems Per 100
40%
J.D. Power and Associates
Initial Quality Survey 2004
Scion Accessory Strategy
Shop in Shop
Finance and Insurance
Vehicle Purchase Time(minutes)
J.D. Power and AssociatesSales Satisfaction Study
2004
35
76
29
29
60
40
0
20
40
60
80
100
120
140
Scion Non-Luxury
Negotiating Your Deal
F&I / Paperwork
Delivery
Note: Segment Average excludes Scion and Toyota
For the industry, younger buyers clearly are more challenging to
pleaseRelationship Between SSI and Age
828
812
823826
835838
852
860
868
876
780
805
830
855
880
Under25
Years
25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65 orolder
Age
SS
I
IndustryAverage
846
J.D. Power and AssociatesSales Satisfaction Study
2004
Gen Y Becomes the Automotive Customer
Are We Ready?
0%
5%
10%
15%
20%
25%
30%
35%
40%
2004 2010 2020 2025 2030
Boomers
Gen Y
0%
5%
10%
15%
20%
25%
30%
35%
40%
2004 2010 2020 2025 2030