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FOUR SHOPS IN RACE FOR TOYOTA'S SCION

Youth-Oriented Car Account Estimated at $50 Million

By Published on .

DETROIT (AdAge.com) -- Four ad agencies are vying for Toyota Motor Sales USA's estimated $50 million account for its all-new Scion youth sub-brand.

Jim Lentz, vice president of Scion, told Advertising Age Toyota expects to name a winner in about

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90 days. He declined to identify contenders.

Scion is targeting buyers under 25 years old and starts selling two models in June 2003 through Toyota dealerships. Scion will be sold for the first nine months in California only before rolling out to other regions.

One model is a version of the boxy high-wagon Black Box that Toyota has sold in Japan for more than two years.

Scion is targeting unit sales of 100,000 in 2005. Toyota Motor Sales USA is based in Torrance, Calif.

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