Scion grew their sales figures by 8% in the third quarter according to contagious magazine. Part of their success can be attributed to community centered branding. Scion clearly understands their market. The Scion web site is crisp and clean. It doesn’t look corporate like the GM site. Even the Honda site looks boring. At the top to the page, you can see what this car company is all about. Cars, Owner and Culture. Visitors to the site aren’t bombarded with a sales pitch. The call to action is to explore the site and to become part of the community. Scion lists events and links to third party entusiasts community. They empower the community with the tools they need to be self-sustaining. ATTIK, San Francisco created their new battle cry, “United by Individuality.”

I heard that Chrysler designers use to follow the 80/20 rule when they designed new production vehicles. The made cars that 80% of the people would not like, but 20% would love. The PT Cruiser and the Chrysler 300 have a loyal following. I think that Scion is following the 90/10 rule, where their 10% absolutely love the entire ownership culture.

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