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Industry: Email Alert RSS FeedToyota taps US Scion brand for Aygo marketing; Car will be launched in 10 major European cities in June.(News)(Brief Article)
Automotive News Europe, March, 2005
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Byline: Wim Oude Weernink
Toyota wants to make its new Aygo minicar a cult hit.
When the Japanese automaker launches the car June 1 in 10 European cities, it will use marketing techniques that have helped make its Scion brand a winner with young people in the US.
"We will take the car out of the traditional showroom and bring it to the customer through special events, experience centers and concept cafes," said Andrea Formica, Toyota Motor Europe's vice president for marketing and sales.
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