How is Scion addressing its target market with regard to positioning and the product itself?
Positioning is the act of designing the company's offering and image so that they occupy a meaningful and distinct competitive position in the target customers' minds. Here the Scion is positioning itself as the most happening car for the youngsters. This is known as user positioning. Now the Scion is using the product design also to attract the youth. Product design is also one of the differentiation parameter. Scion is using the product style for creating product distinctiveness that is difficult to copy.
For example its new product, The tC comes nicely equipped: antilock brakes, driver-side knee ...
This explains the concepts of marketing mix and positioning by taking an example of Scion