SCION SERIESDEALER PACKET

CELEBRATING 10 YEARS OF SCION

THE 2013

EXECUTIVESUMMARY

TEN YEARS OF MAKING OUR OWN TRACKS. Scion is introducing a limited edition version of every vehicle in our lineup. We’re calling them the Scion 10 Series, and we think customers are going to like what they see. All Scion 10 Series models will be painted in an exclusive premium color we call Silver Ignition. Each of the models will feature an LED Scion locator badge that lights up when you unlock your car, silver seat belts, a solar-powered illuminated shift knob, sequentially numbered interior badge, and a cool new Scion 10 Series logo on the dash.

We plan to build about 10,000 units in total and they’ll be available in dealerships starting this June.

This Dealer Kit ePacket contains:

> Campaign Strategy and Highlights

> Product Features

THE 2013

CAMPAIGN HIGHLIGHTS

MARKETING STRATEGY Scion’s mission has been to attract new, younger buyers to Toyota through distinctively designed vehicles and a unique purchase and ownership experience. The five Scion 10 Series models are sure to be a hit with Scion’s creative set of new car buyers.

Target customers

> Social Motivators ages 18 – 34, with an emphasis on 23 – 29.

Social Motivators know they are on the cusp of something great. They’re gradually letting go of their old immature ways and adopting a new more mature outlook on life. They’re being serious about being serious for the first time – whether it’s exploring their passions more deeply or getting their business going.

As part of this transition, they’re looking to buy a new car — the first new car that will be truly their own. Up until now, they’ve been driving hand-me-down beater cars that (usually) get them to and fro, but don’t have all the functionality or any of the style that reflects their personality or their ambitions.

They may be aware of Scion, but not familiar enough to know that Scion’s vehicle lineup has something significant to offer car buyers of all concerns. We want them to put Scion on their consideration list by piquing their interest through the Scion 10 Series vehicles.

THE 2013

CAMPAIGN HIGHLIGHTS

MARKETING STRATEGYSocial Motivators are a mind-set. Attitudes, values, personality, and lifestyle define this group. They are part of a progressive generation. The strategy to reach the target audience has several facets.

TELEVISION

The first element of the strategy is an aggressive television media presence. Our media buyers have done an excellent job negotiating high profile programming. Below is a short list of some of the high profile programming where you can tune in to see the commercials.

Of particular note is our placement in “The Voice” on 6/17, which is the Live Performance Finale.

High Profile Cable Programming> 6/11 – NBC: “America’s Got Talent” – 9-11pm EST & PST (8-10pm CST)> 6/13 – NBC: “Parks & Recreation” – 9:30-10pm EST & PST (8:30-9pm CST)> 6/16 – FOX: “Simpsons” – 8-8:30pm EST & PST (7-7:30pm CST)> 6/17 – NBC: “The Voice” – 8-10pm EST & PST (7-9pm CST)> 6/18 – FOX: “So You Think You Can Dance” – 8-10pm EST & PST (7-9pm CST)> 6/20 – NBC: “The Office” – 9-9:30pm EST & PST (8-8:30pm CST)> 6/22 – FOX: “Family Guy” – 9-9:30pm EST & PST (8-8:30pm CST)

High Profile Cable Programming> 6/10 – TBS: “Big Bang Theory” – 8-12pm EST & PST (7-11pm CST)> 6/10 – History Channel: “Pawn Stars” – 10-11pm EST & PST (9-10pm CST)> 6/12 – ESPN: “Sports Center” – 1-2am EST, 12-1am CST, 10-11pm PST> 6/12 – Comedy Central: “South Park” – 9-10pm EST & PST (8-9pm CST)> 6/18 – Spike: “Tattoo Nightmares” – 8-8:30pm EST & PST (7-7:30pm CST)> 6/19 – MTV: “Real World” – 10-11pm EST & PST (9-10pm CST)> 6/21 – ESPN: “Sports Center” – 1-2am EST, 12-1am CST, 10-11pm PST

THE 2013

CAMPAIGN HIGHLIGHTS

Scion 10 Anniversary 2.00

http://adplanner.toyota.com/scion/handler?func=display&type=category&id=9253883

TV SPOTS

Scion 10 Anniversary :30

Scion 10 Anniversary :25/:05

Scion 10 Anniversary :15

THE 2013

CAMPAIGN HIGHLIGHTS

MARKETING STRATEGYONLINE

Another element of the strategy is a highly-visible online presence. This presence will be anchored by the Scion 10 Series microsite on Scion.com. Driving customers to the site is the priority. Once on the site, customers can explore the unique features of each Scion 10 Series vehicle and research purchasing options.

http://www.scion.com/

http://www.scion.com/cars/scion_series/ http://www.scion.com/cars/scion_series/FR-S/#category=scion+series+highlights

CAMPAIGN HIGHLIGHTS

MARKETING STRATEGYRecognizing the ubiquity and influence of social media in the lives of social motivators, Scion is enhancing the online marketing strategy for the 10 Series through a number of channels across both desktop and mobile platforms.

https://www.facebook.com/scion

ENHANCING ONLINE PRESENCE VIA SOCIAL MEDIA OUTLETS:

> Facebook: Photos and video

> Instagram: Photos drive traffic to Scion.com

> Scion.com/blog: SEO function to drive traffic to Scion.com

> Twitter: Drive traffic to Scion.com

> YouTube: Video upload of TV spot

A celebration of Scion’s 10th anniversary wouldn't be complete without some tunes. Throughout Scion’s 10 years, we have prided ourselves on our ties to the creative community. We are proud to offer a one-of-a-kind music album, created by Scion-sponsored artists. Customers can keep checking back with Scion.com and download them all for free.

http://www.scion.com/cars/scion_series/album/

Scion Facebook page

CAMPAIGN HIGHLIGHTS

MARKETING STRATEGYPRINT ADVERTISING

The final component of the strategy is reaching customers through print and electronic advertising. Many of these assets will be available on Ad Planner. Some examples of the 10 Series advertising are referenced in this packet, but check on Ad Planner for the most currently available assets.

http://adplanner.toyota.com/scion/handler?func=display&type=section&id=index

Scion Ad Planner

CHECK THE TOYOTA AD PLANNER FOR OTHER MEDIA FORMATS COMING SOON:

> Interactive and Static Web Banners

> Radio Spots

THE 2013

CAMPAIGN HIGHLIGHTS

CREATIVE EXAMPLES

Celebrating 10 Years Print Spread 18 x 12http://adplanner.toyota.com/scion/handler?func=display&type=category&id=9253886

PRINT

Celebrating 10 Years Image USA 2 Graphic 29.75 x 29.75http://adplanner.toyota.com/scion/handler?func=

display&type=category&id=9253886

Celebrating 10 Years Pillar Decal 27.1857 x 23.875http://adplanner.toyota.com/scion/handler?func=

display&type=category&id=9253886

THE 2013

PRODUCT FEATURES

PRODUCT FEATURES

SCION SERIES xB• 2.4L 158 HP engine• Graphite finish 16" alloy wheels• 69.9 cubic feet of cargo space3

• Jack Knife key

SCION SERIES FR-S• 200 HP Boxer engine• HID headlights & LED Daytime Running Lights• Dual-zone automatic climate control• Smart Key and push-button start

SCION SERIES xD• 33 MPG EPA highway rating4

• Steering wheel audio controls• Color-tuned interior• Jack Knife key

SCION SERIES tC• Panoramic moonroof• 6-Speed transmission• Body-colored side skirt• Dark finish 18" alloy wheels

SCION SERIES iQ• 37 MPG EPA highway rating5

• 11 airbags standard• Graphite finish 16" alloy wheels• Jack Knife key

ALL SCION SERIES MODELS INCLUDE:• Unique Silver Ignition exterior color• Illuminating exterior Scion badge1

• Pioneer® Touch Screen Audio System

• Solar-charged illuminating shift knob2

• Individually numbered interior badge

Prototype vehicles shown with optional equipment. Actual vehicles may vary. Pioneer® is a registered trademark of Pioneer Corporation. [1] xD features illuminated exterior Scion badge on rear only. [2] FR-S feature solar-charged illuminating shift knob on A/T models only. [3] Cargo and load capacity limited by weight and distribution. [4] 2013 EPA-Estimated 27 city/33 highway MPG rating. Actual mileage will vary. [5] 2013 EPA-Estimated 36 city/37 highway MPG rating. Actual mileage will vary. 2014 EPA MPG estimated ratings not yet available.

CONFIDENTIAL DRAFT Updated: 4/30/13

SCION 10 SERIES

iQ xD xB tC FR-S

Exterior Color SILVER IGNITION SILVER IGNITION SILVER IGNITION SILVER IGNITION SILVER IGNITION

Key Type Jack Knife Jack Knife Jack Knife Jack Knife Smartkey

Interior Tuning --- Stitching on Seats --- Stitching on Steering Wheel & Seats ---

Seatbelt Color Silver Silver Silver Silver Silver

HVAC controls Manual (Standard) Manual (Standard) Manual (Standard) Manual (Standard) Dual Auto A/C

Headlights Projector-Beam (Standard) Multi-Reflector Halogen (Standard) Projector-Beam (Standard) Projector-Beam (Standard) HID

Accent Lighting --- --- LED LED LED DRL

Alloy Wheels 16-inch Graphite Gray 16-inch Graphite Gray 16-inch Graphite Gray 18-inch Gloss Dark Gray 17-inch standard

Interior Mirror Standard Standard Standard Standard Frameless

Electroluminescent Panel Two (Vertical on Center Console) One (Above Radio) One (Passenger-side Dashboard) One (Above Radio) One (Passenger-side Dashboard)

Vehicle Locator Badge Front and Rear Rear Only Front and Rear Front and Rear Front and Rear

Side Skirt --- --- --- w/ SCION Badge ---

Shift Knob Solar Recharging Solar Recharging Solar Recharging Solar Recharging Solar Recharging ( A/T only )

SCION carpet mats Front, Rear and Cargo Front, Rear and Cargo Front, Rear and Cargo Front, Rear and Cargo Cargo Only

Audio 6.1-inch Touchscreen Display (Standard) 6.1-inch Touchscreen Display 6.1-inch Touchscreen Display 6.1-inch Touchscreen Display (Standard) 6.1-inch Touchscreen Display

Interior BadgeIndividually Numbered

1 of 900

Individually Numbered

1 of 1000

Individually Numbered

1 of 2100

Individually Numbered

1 of 3500

Individually Numbered

1 of 2500

Standard Display Audio Electroluminescent Panel

Solar Recharging Shift Knob Interior Badge Silver

Seatbelt

Illuminated Vehicle Locator Badge Scion 10 Series Floor Mats FR-S LED DRL and

HID Headlights

FR-S Dual Auto A/C and Push-Button Start FR-S Frameless Mirror