Scion

(Toyota)

Problem.

In 1999, Toyota started a project focused on bringing in younger buyers. This project evolved into the launch of a brand-new automotive brand that would focus primarily on stylish, sport compact vehicles. Toyota needed a name that would appeal to younger customers, specifically the Generation Y demographic.

Solution.

Lexicon is proud to have created the name Scion, which means “a descendent of an influential family.” Sounding fast and smooth, the name Scion strongly suggests a sports vehicle that appeals to the brand’s target audience.