Scion XB

Scion XB Tuner Challenge

Scion, the youth-market initiative of Toyota is agressive about building brand and lifestyle around their brand.
They consider the brands a triumvirate of transportation options and lifestyle that appeal to an audience at all stages of their life.

The working class and high end executives have all the options with Toyota. Once accomplished and more senior levels of goal-reaching are obtained, the company has Lexus to offer. On the opposite end of the spectrum is Scion, the Toyota initiative to cater to the youth, the near-graduation or college-graduate to encourage them to sign into the Toyota family of transport & lifestyle.

The thrust of Scion is therefore to have a short point-of-entry and score a hit with the youth. For this reason, Scion is a lot more adventurous and daring with their lifestyle and will go to great lengths to develop stories to tell for their brand.

Eneri Abillar was invited to participate in the Scion XB Tuner Challenge, which would culminate with an awarding at the SEMA Motor Show, in Las Vegas, Nevada. The task was to design on the base of the XB and turn it from a safe-looking vehicle into a head-turner. Scion took measures to make sure their demographic were kept abreast with the competition and could see where their vehicles could be taken.

Rather than falling into the over-design trap, Eneri kept the redesign of the XB true the car's brand DNA while making it appealing to its youth-market demographic.

Atalyer assisted Eneri in the car's design development and in the photorendering department. Building this car's imagery was essential to communicate to the design direction to sponsors, organizers and builders.

This vehicle won 3rd place at SEMA and did the rounds to the most important automotive conventions in major cities in the US during 2009. It now sits proudly at the Toyota Museum in Japan.