Scion Exposed 2009

Throughout the history of the automobile, certain models have accumulated a fair number of devoted followers who go above and beyond to show their pride and loyalty in the form of metal and plastics. From the timeless Ford Motel T of yesteryear to all the Camaros and Mustangs of the 1960s and 70s, and even some of today’s products like the Honda Civics and BMW M3s, these vehicles find their way into the hearts of many.

However, there is one company who is not only new to the world of four wheels, but has strummed up a large enough of a cult following to begin hold regional events for owners to gather and share their passions with one another.

That company is Scion.

I got a call right after the Fourth of July holiday from Curt McAllister, Toyota’s Midwest regional manager, inviting me to Scion Exposed 2009, an owners’ get-together the following weekend. He would send me a car to participate with, connect me with the right people, and see what it was like to be one of the die-hard Scion owners.

Scion Exposed, hosted by Scion’s parent company Toyota, is an annual gathering for Scion owners to participate in a full-day of different activities. In past years, Toyota has held the event at the legendary Mid-Ohio Sports-Car Course in Lexington, Ohio where owners could spend some time doing laps around the quick 11-turn track. This year was different.

Instead of holding the event at the racetrack, the event moved north and was broken up into two different stages. The first stage was to be an early morning of burnouts and quarter-mile grudge races on the Summit Motorsports Park in Norwalk, Ohio.

After a late-morning demonstration of their company-sponsored Scion tC driven by driver Kenny Tran, everyone was to travel to Cedar Point in nearby Sandusky, Ohio for a car show with live music, henna tattoo artists, and two Scion concept cars. The day would end with an afternoon of riding roller coasters in the park.

“The point of these events is they are unique in their own way, just like their owners,” said Julie Hoermle, regional Scion Manager. “It brings energy to the brand and helps find a way to bring new customers to Scion. These owners love the brand for their uniqueness and enjoy seeing what other owners do. There’s not one car here that’s the same.”

So on a sunny Saturday morning, I loaded my gear into my Scion xB press car (you will read a full review next month) and hit the highway. Taking I-71 from Columbus to Ashland, and then snaking through the backroads all the way to Norwalk, the xB provided a comfortable ride on the highway and a bit of fun on the two-lane roads. This was already shaping up nicely.

Unfortunately, the good luck ended as Mother Nature was tired of clear skies.

For almost two hours, it rained. I’m not talking about a sprinkle either. More like a “Build-an-Ark” downpour. Luckily before the rain, several owners who showed up very early got the chance to make a run down the quarter-mile strip. Unfortunately, Mr. Tran did not get his chance. But owners stuck by and mingled in the arrival tent as the rain finally dissipated.

As soon as the rain ended and the sun bullied its way from behind the clouds, cars began leaving in groups to prepare for the car show at Cedar Point.

This was a chance to see what Scion owners are really like, and there was a great variance in both rides and owners. From modified tCs and xBs to stock xDs, everyone participated in the show. Systems were thumping, hoods were propped open and owners were smiling ear-to-ear as they were showing off their rides. Scion brought a very cool interpretation of a rat-rod tC to show as well.

However, what really struck a chord with me were not just the cars, but the vast differences in owners. The majority of the import car scene is dominated by the younger age groups, but with Scion, it is different. The company seems to appeal to everyone, whether they are in still in college or about to retire. It was interesting to see two owners, who varied in age by at least three decades, discussing why the older gentleman chose a Toyota Racing Development supercharger for his xB over a custom turbo setup like the one in the younger guy’s tC.

“We are just car people at heart,” said Ben Causby of Hebron, Kentucky. “It gets into your blood.”

Causby, who bought his xB for work, but soon converted it into a jaw-dropping show car you see below, full of Jensen and Pyle audio equipment, custom air suspension and complete exterior modifications, loves it now just as much as he did when he first bought it.

“I saw the commercial for it and had to have one,” he said. “It [the xB] is roomy and gets good gas mileage. But I wanted to do something to everything. And I did, with a full stereo, 11 monitors, and custom front bumper. ”

Scion Exposed may seem like any other car show, but it’s not. It is much more I believe. For the simple fact that Toyota holds an event like this for its owners says a lot not about the company, but the future of the automobile and for the enthusiasts who modify them. For a company to say, “Go ahead and tweak your cars. We will throw a party for you” is downright impressive.

“Toyota is very happy with the brand, and they are going to stick with it,” said Hoermle. “When we talk to the Scion chapters (owners clubs who have formed), we ask what owners want, not what we want.”

Filed Under: Events • Scion