Toyota Motor Corp.'s youthful Scion brand led the Japanese automaker to more segment victories than any other car company in a survey of buyer satisfaction. Honda Motor Co. was the overall winner, however, and General Motors Corp. was the top performer among U.S. automakers.
The Scion xA was the highest-ranking small car, and the Scion xB was tops in the small, multi-function segment, according to the results announced Monday by Strategic Vision Inc., a San Diego-based marketing research firm and consultant to automakers.
Toyota had seven segment winners overall, including two Lexus sedans and the Toyota 4Runner sport utility vehicle, but Scion owners gave the strongest responses in terms of their vehicles' affordability, fuel economy, standard equipment and other factors. Strategic Vision's automotive chief Daniel Gorrell said Scion is rejuvenating Toyota by giving buyers a sense of individuality and excitement.
"It has been cleverly positioned to speak to those emotions particularly appreciated by younger buyers," Gorrell said. Scion has the youngest buyers in the industry, he said.
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