Toyota Debuts High-Tech Showroom

LAS VEGAS - Toyota Motor Sales U.S.A. unveils a new showroom display for its upcoming Scion youth brand. The overall theme is high-tech, with brushed aluminum and gray tones used throughout.

Scion is slated to debut in California in June 2003, with the brand expanding through the rest of the U.S. by June 2004.

The new dealership environment is divided into three zones: a product area, discovery zone and a consultant space.

The product area features a display case that will provide both product and accessory information. Flat-screen monitors throughout the area will show footage of the vehicles and available customization options. The area also will feature magnetic paint samples that can be attached to each vehicle, giving the customer a glimpse of what the vehicle looks like in different colors.

The discovery zone will house self-service Internet kiosks and printers where customers can log on to the Scion website, custom-equip their vehicles through virtual reality and see firsthand how it would look with various modifications.

The consultant space is designed for one-on-one meeting between sales people and the customer. The casual look is seen fostering more personal interaction between the sales staff and customer.

The new design follows a “modular” concept, enabling both small and large dealers to adapt their Scion display to their designated size. Toyota says it expects the average dealer to spend $75,000 to set up their Scion display area.

“We can't mandate (dealers to buy the Scion display), but we've basically spelled out to them the importance of creating a separate environment, and thus far in California all of the dealers are adopting the environment,” Scion Vice President Jim Lentz says. “We would expect that to continue across the country.”

Scion has formed a relationship with Pioneer, which becomes the official audio supplier for Scion vehicles. Pioneer will provide a standard 6-speaker, AM/FM CD system in all Scion models, with other Pioneer audio systems available as optional equipment.