Several small cars, such as the xB and tC, are sold under the Scion brand.

(The company's tiny Scion brand is a recent addition.)

Officials have been intrigued to see the IS draw customers from Toyota's Scion brand, which is aimed at young trend-setting buyers.

A bonus for Toyota was its Scion brands, three small vehicles aimed at the industry's youngest buyers.

The company created the Scion brand after it decided it needed new vehicles, and not just different marketing, to appeal to young buyers.

The nationwide rollout of the Scion brand coincides with the introduction of a third car, the 2005 tC hatchback coupe.

The guiding principle of the Scion brand, Bolain explains, is "kind of the notion of authenticity.

The goal is to help distinguish the Scion brand as much as possible from its older siblings, Toyota and Lexus.

In United States, the first-generation bB was sold under the Scion brand as the "xB" from June 2003 to 2007.

Scion Audio/Visual seeks to market the Scion automotive brand to younger customers by promoting various music, art, and film projects.