Pricing, Accessories, and Availability
Scion uses sales tools such as "Pure Price" and monospec trim levels with a wide selection of factory and TRD accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion badge.
"Pure Price" means that the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership, is the price customers will pay. This includes vehicles, accessories, finance and insurance products. Pure Price is designed to ensure a shorter and simpler process, eliminating all negotiation. Though it is commonly seen that dealers will sometimes add aftermarket accessories to the car in order to mark them up and increase profit on the sale. The concept aims to be open and consistent to all customers. The concept is not new to the American market, having been introduced in the early 1990s by the Geo and Saturn marques of General Motors.
Scion's sales approach thus differs greatly from that of the larger Toyota entity. In the United States, for instance, the Toyota Camry offers several trim levels: the Camry grade CE "Classic Edition" (for budget-conscious drivers), LE "Luxury Edition" (popularly equipped), SE "Special Edition" (for sporty drivers), and XLE "Extra Luxury Edition" (for luxury-minded drivers). In contrast, all Scions have one standard trim level (monospec) and are designed to be uniquely customized for the driver.
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