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| Tuesday, February 9, 2010 |
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High Country unveils Scion
Published July 21, 2009
Saturday was a special day at High Country Toyota, Pontiac, Buick and GMC in Scottsboro.
The dealership, owned by Steve and Pam Ayers, unveiled a new brand, Scion, a product of Toyota Motor Sales. The Scion brand includes three separate vehicles: the xB, xD and tC.
"The day was wonderful," Pam Ayers said. "It was a huge success."
The xB and xD were unveiled with great fanfare. Scottsboro Mayor Melton Potter and Greater Jackson County Chamber of Commerce President and CEO Rick Roden helped the Ayers' give a crowd of area residents their first glimpse of the two vehicles as they removed coverings in the dealership parking lot. High Country expected the first tC to arrive on Monday.
High Country celebrated the unveiling of the Scion brand with a live radio remote, refreshments and giveaways, including a television as part of the day's activities. Put it all together and it made for a festival type atmosphere.
Toyota introduced Scion in 2004 with the xA and xD. The larger xB was brought to the market soon thereafter and quickly became known as the auto industry's most successful youth oriented brand for those who prefer the boxy or cube style look.
"Scion is bringing fresh ideas to the marketplace," Steve Ayers said. "Scion owners love their cars. They are passionate about them and Scion car clubs have been established all over the country."
Today, according to Motor Trend magazine, Scion is still ahead of the pack though it has stiff competition from Kia and Nissan. The xB model is described as having "solid execution, performance and value."
"Scion is the perfect car for the Scottsboro market. It's perfect for young people," Steve Ayers said. "We're excited about bringing something new into the community."
Ayers calls Scion brand vehicles "very affordable," with fully-equipped models priced under $20,000. He says the vehicles are dependable, fuel-efficient, safe and incredibly roomy.
"They're unique. They're fun cars and that makes it fun for us at the dealership," Steve Ayers said.
High Country will continue to sell Pontiac, Buick and GMC as it waits to see what the New GM will do during its restructuring period. "Buick and GMC are going strong," he said. "Of course Pontiac is scheduled to be phased out sometime in 2010."
High Country Toyota was named the number one dealer nationwide for customer satisfaction in April, according to Ayers.
The dealership will have a complete selection of Scion vehicles. Customers can also build their own car choosing from a wide variety of options and accessories and have it delivered. High Country's "Warranty Forever" program will be extended to the new brand, which is sold under a "Pure Price" plan.
Ayers described the sales plan as a "hassle-free experience." The advertised price is set requiring no negotiation and saving time in the buying process.
Scion "Pure Price" extends to parts, accessories, financing and service.
"We're going to take care of our customers. We are going to continue being good citizens of Scottsboro," Ayers said. "
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