Scion Helps Motown Host Movement Music Festival

Scion Helps Motown Host Movement Music Festival

Event Organizers Anticipate More Than 40,000 Fans Memorial Day Weekend

DETROIT, May 19 /PRNewswire/ -- Scion, the youth brand of Toyota, will take center stage at Movement '08, as the automotive sponsor of the largest electronic and techno music festival in the world.

2008 marks the first year that Scion has been officially affiliated with the venerable, Detroit-based music festival. With the opportunity to engage consumers and support the creative community, Scion officials and local dealers see this sponsorship as a perfect fit for the brand.

"Scion has the youngest demographic in the automotive industry, so to be involved in a festival geared toward Generations X and Y is a marketer's dream," said Julie Hoermle, regional manager at Scion. "Our brand is seen as hip and vibrant, and there won't be any more energetic city in America, than Detroit, this Memorial Day weekend."

At Movement, Scion will be erecting a 20-foot-by-40-foot tent, near Hart Plaza, site of the three-day festival. The tent will feature a lounge, game stations and just a few, strategically-placed vehicles.

"Our goal is not to inundate visitors with a sea of cars," Hoermle said. "Young people are entirely too savvy for such blatant product displays. They're at the festival to enjoy the music and the city. Our tent will be a place to hang out and relax, within earshot of terrific, live music."

Movement '08 runs May 24-26. The three-day music festival will feature more than 70 artists on four stages. In its ninth year, Movement attracts about 45,000 fans of techno and electronic music annually, with a significant percentage coming from other states and countries. For more information about Movement '08, visit www.myspace.com/detroitmusicfest.

About Scion

Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models. The xD is an urban subcompact five-door, featuring a muscular stance and accentuated wheel flares. The xB, an urban utility vehicle, combines remarkable interior space with iconic styling. The tC sports coupe surprises the buyer with the convenience of a hatchback and the luxury of a standard all-glass panorama moonroof, complementing the usual wide array of features on all Scions. For more information, visit www.scion.com.

First Call Analyst:
FCMN Contact:

Source: Toyota Motor Sales, U.S.A.

CONTACT: Curt McAllister of Toyota Motor Sales, U.S.A. - Midwest,
+1-313-259-4598, Cell: +1-313-318-3906, curt_mcallister@toyota.com

Web site: http://www.myspace.com/detroitmusicfest
http://www.scion.com/

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Profile: International Entertainment