Toyota launches new Scion models in Second Life

Detroit, Feb 9: Toyota Motor Co. Ltd. has launched two newmodels of its Scion brand -- in two lives at the same time.

Toyota launched a redesigned Scion xB and a new model called thexD in Second Life -- an online community with 1.2 million ''residents''-- and at the Chicago Auto Show on Thursday, holding simultaneous pressconferences in both the real and virtual worlds.

Second Life, run by Linden Labs, is an electronic universe wherepeople's virtual representations, called avatars, can fly, teleport,chat and buy products and services.

Second Life users can log into kiosks in 'Scion City' and buy aScion for 300 Linden dollars, or 1 U.S. dollar. They can then customizeit with real-world and fantasy accessories.

''We developed Scion City to connect with the trendsetters,''Adrian Si, Scion's interactive marketing manager, said. ''That's ourtarget demographic -- people who do things first. Trendsetters areinstrumental in promoting brands.'' This is not Toyota's first trystwith online communities. Last year, the automaker also launched Scionsin Whyville -- a virtual world created for tweens, mostly aged 8 to 15.

''These aren't direct money-making ventures for us,'' Si said.

''But of course, if we can make a positive influence on the tweencitizens of Whyville and they think of us when they get to a drivingage, we would consider that a success.'' Once purchased, a virtualScion owner can cruise around Whyville, picking up friends for a ride.Since the launch in May 2006, Whyville users have gone on close to onemillion rides in their Scions.

In Second Life, Scion is looking to sell the empty space andbuildings in Scion City to young entrepreneurs. ''We also plan to havecultural events, like music concerts and movie screenings, as we growin the community,'' Si said.

About awareness, Not volume

The Japanese automaker, expected tochallenge General Motors Corp. for the top spot in global sales thisyear, sold about 173,000 Scions in 2006, up about 11 percent from ayear earlier.

Toyota launched the brand in 2003.

The option to customize your car and the offerings of an audiosystem that plays MP3 CDs and allows iPod connectivity as standardequipment has helped make the vehicles popular, especially to atech-savvy demographic.

''I feel the xD will sell much more than the xA did. If we sold2,000 xA units per month, I think we'd sell 4,500 xD units,'' saidSteve Haag, Scion corporate manager.

The xD's optional audio system will have the ability to downloadimages, video clips and eight-second movies from Pioneer's Web site.Owners will be able to burn their own images and movies and upload themonto the available head unit.

Haag said he does not expect Scion sales to rise in 2007 becausethe brand ended production of the xA and the older xB in December.''We'll sell less Scions in the first and second quarters because of aproduction gap.'' ''So we will lose some volume in 2007 but we shouldbe back up in 2008,'' he said.

But Toyota Motor North America president Jim Press last year saidhe is not worried about Scion sales, calling the brand the automaker's''incubator.'' Haag said, ''What he said is true. We want to capturecustomers who would not have considered the Toyota brand. We don't wantto necessarily sell them Scions. We want them to get to know our brand,and hopefully consider something in the Toyota family because they likewho we are.''

Reuters