Toyota has been chasing younger buyers for several years.
The automaker will show Scion concept vehicles and explain how they'll be marketed at a press conference March 27 at the New York auto show.
A Toyota spokesman said he doubts buyers will confuse the name, which means "heir," with Saturn Corp.'s upcoming Ion, due from the General Motors Corp. unit this fall.
"I don't think a lot of people know how to pronounce" Scion, the spokesman said. "We'll take care of that with a few million dollars of marketing."
Toyota is talking to several agencies for the Scion account.