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Toyota Motor Corp. has unveiled two models in its new scion brand of cars, both of which are under $16,000 and which use design features to appeal to young people. The cars reportedly are light on basics and heavy on options –- allowing consumers to customize their vehicles to a great extent.

The goal, according to Reuters, is to focus on the 63 million children of Baby Boomers who are likely to buy 4 million vehicles a year by 2010.

The brand will launch in California in June 2003, and go nationwide next year.
KC's View:
Okay, so you’re asking yourself right now if the Content Guy has lost his mind, doing a car story on a food site.

Well, we haven’t. At least not yet.

It seems to us that this kind of marketing approach needs to be paid attention to by everyone in the retailing business, because these folks are the customers of the future. Toyota clearly is spending a lot of time and money trying to figure out what they want and what they’ll pay for it…and it is critical that food retailers do the same kind of due diligence. Or, at the very least, figure out what makes these cars and the buying experience involved with ordering one unique…and then seeing if there is a way of adapting elements of the Scion experience to the food store.

Sure, this is a relevant story. As long as you think developing stores with consumer appeal is relevant.