For a good example of the auto industry taking experience design seriously, look no further than Scion. Scion is Toyota's cool new brand that's targeting the Y Generation (60+ million 8 to 22 year olds). The Scion brand prides itself on "independent and free thought," providing a remix of features, colors, and styles that makes each vehicle a unique creation. The freedom of self-expression is Scion's mission and makes up the outline of their business plan to grow as a collective.

Scion's target market of Generation Y trendsetters are projected to purchase more than 4 million cars in the next four years, a number that can rocket the Scion brand to new heights. Since car buyers are no longer just looking for a ride that gets them from A to B, car manufacturers and designers are now faced with the task of evoking emotion and personality in their automobiles. In an effort to tap into customers' values and beliefs, Toyota is reaching out using mediums like movies, visual art, and music. They've designed a catalog that features shoes and tattoos in addition to cars, proving that the movement towards catering to a lifestyle is essential for any cutting edge brand. It's also crucial that auto retailers don't sell to buyers in a traditional pressure oriented style. Today's customers want to be presented with the information they need and then be allowed to make their own decisions. That's why Scion showrooms don't feature pushy sales people. Instead, potential customers are able to customize their Scions using interactive kiosks that allow them to build a virtual model of their future ride. Scion recognizes the ever growing trend of niche markets in the auto industry, and with car lines becoming increasingly specialized, it's imperative that Toyota doesn't miss their ride.

The Scion brand is creating emotional and psychological responses for their customers. They understand that an average product with traditional marketing no longer fits the bill, and have branched out into the world of making meaning. Toyota is well known for their commitment to making vehicles that satisfy specific lifestyles, and it looks like they've managed to create yet another product that stands up to the demands of wants, needs, and most importantly beliefs and values.