[Dr.S]

@RodricAllen on Twitter posted this photo of Scion's internal demographics projections of Scion iA owners. I thought it would be fun if we discussed ourselves in this thread to see how accurate Scion's projections really are.

First, Scion's projections of iA owners:

Median age: 35
Male: 50%
Married: 35%

Can anyone help me with the rest? I'm thinking the last line is yearly income?

 

[Dr.S]

How Scion's marketing team characterizes Scion iA buyers:

https://twitter.com/JessicaGottlieb/status/613897354438012929

Scion iA buyers want to stand out from the crowd but are practical and indulgent. (Sounds like me) #ScioniA

 

[Moe]

Last is indeed yearly income, with a $4x,xxx figure... it's in line with the income someone buying an iM would have, income that puts their payments at a VERY comfortable range especially when considering what other monthly payments and expenses they'll have

 

[Lando]

$40k income seems like a great target for Scion. It's a smart goal. I do think that the average age will be lower than the rest of the segment like Scion says as well. They definitely are targeting a bit of a different customer than many other brands in this segment.

 

[Catfish Hunter]

Being over 70, I definitely do not fit the profile.

 

[Joey]

Having been a young person, I can say that most young people do not make smart purchasing decisions. They buy things that are beyond their means, just so they can impress people who don't care about them.

So I think the average age for iA buyers will be in the mid 30s.

 

[Lando]

Having been a young person, I can say that most young people do not make smart purchasing decisions. They buy things that are beyond their means, just so they can impress people who don't care about them.

So I think the average age for iA buyers will be in the mid 30s.

That's what being young is all about -- figuring out that balance between being responsible and doing what you want.

FOr someone with a good job at a young age this car is completely doable though. I don't think it would be beyond their means. I speak generally of course.

 

[Joey]

That's what being young is all about -- figuring out that balance between being responsible and doing what you want.

FOr someone with a good job at a young age this car is completely doable though. I don't think it would be beyond their means. I speak generally of course.

You just have to keep in mind what young means and not just how much money they make.

 

[Moe]

Having been a young person, I can say that most young people do not make smart purchasing decisions. They buy things that are beyond their means, just so they can impress people who don't care about them.

So I think the average age for iA buyers will be in the mid 30s.

Smarter than their parents, or at least that's what I hope, its their parents that got suckered into ultra low interest rates before it all went down without making sure they have full control.

 

[Dr.S]

Smarter than their parents, or at least that's what I hope, its their parents that got suckered into ultra low interest rates before it all went down without making sure they have full control.

I was reading in Fortune that the Millennials are saving more of their paychecks than any prior generation. So maybe today's young people are smarter than some give them credit.

 

[Joey]

I was reading in Fortune that the Millennials are saving more of their paychecks than any prior generation. So maybe today's young people are smarter than some give them credit.

It's a catch 22 though. The less people finance, the more that the economy suffers. The more people finance, the less money they have to repay debts.

The economy suffers because the banks are currently using 95% of debt to repay their assets. So what happens when people become 'reponsible' with their money? Suddenly the banks are no longer able to repay their assets, and now our economy is right back to where it was in 2008.

https://en.wikipedia.org/wiki/Emergency_Economic_Stabilization_Act_of_2008

The unfortunate reality is that financing is a necessary evil in order for our country's economy to stay afloat.