Coming straight out of the “I can’t believe people get paid for this nonsense” department is Scion’s new marketing initiative; picking heavy metal-listeners as its next target demographic.
Scion’s Jeri Yoshizu, told AdWeek
“We really put a lot of effort into the metal market because they actually buy cars…All those negative things about these kids, it’s changing. They recognize value.â€
Lacking any data, it’s difficult to pin down how large the metalhead community is in the United States. The percentage of metalheads who will buy a car based on Scion’s support of concerts and “lifestyle events” can’t be large enough to make an appreciable difference in Scion’s sales.
But you know what: Yoshizu asserts that metalheads “…actually buy cars”, so let’s just take that at face value. Also, don’t forget that metal fans are
“not necessarily trying to be a trendsetter, but more of a thought leader. They’re really into journalism. Their blogs are like 2,000 words [each]. They’re really smart kids.â€
What does that mean? It sounds like the automotive marketing version of Miss Teen South Carolina’s infamous ramble. Pro tip: the moment you hear anything like “thought leader” it’s a safe bet that the speaker has no  idea what they’re talking about.
Maybe if Mercury had started marketing to juggalos, things would have turned out different.