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Unveiling Scheduled for NYC Auto Show

By Published on .

DETROIT (AdAge.com) -- Toyota Motor Sales USA, Torrance, Calif., is expected to announce as soon as today that the name of its new youth-oriented sub-brand will be Scion, according to an executive close to the situation.

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.

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