The Toyota offshoot Scion thinks that it may have found a new demographic to target - fans of heavy metal music.
According an AdWeek report, the automaker believes that the headbanger crowd has been receiving a bad reputation, which leaves them undervalued as a market segment. Scion is hoping to cross boundaries with a new campaign aimed at this crowd.
"We really put a lot of effort into the metal market because they actually buy cars," Jeri Yoshizu, Scion’s manager of sales promotions, told AdWeek. "All those negative things about these kids, it's changing. They recognize value."
Scion believes that its value to this niche market comes from its affordable and stylish vehicles, along with a strong history of auto repair avoidance. Despite all of this, the manufacturer hopes to draw in headbangers with a broader range of characteristics, such as a dedication to the arts.
In order to reach these segments, Scion has been helping fund creative efforts. The company has opened an art gallery in Los Angeles that features work in a heavy metal style, and some of the carmaker's vehicles will be on display as well. In addition, Scion has funded concerts, albums and music videos from the genre, helping more than 1,700 artists in over 10,000 different events.