Scion Enlists Troops for Customizing Campaign

  • June 16, 2010
Scion, a brand that Toyota invented to address the people's need to make an automotive statement, is launching the second phase of a car-customization program for active duty military personnel. The effort, "Battle of the Builds," centers on a competition among service members to around customizing Scion's xB vehicle.

Troops, in early May, were asked to describe their vision of how they could use $15,000 to customize an xB. The work of the 25 semi-finalists is on The automaker is now asking consumers -- including civilians -- to to select the finalists at the website.

After the voting, which goes through the end of the month, Scion will announce three finalists who will get the cars and money to actually do the customizing, which they have 12 weeks to complete. The Grand Prize winner and team get to attend this fall's SEMA show in Las Vegas and show off the vehicle at the Scion booth. Scion developed the program with Morale, Welfare and Recreation of the Army, Navy, Air Force, and Marine Corps commercial sponsorship units and base Auto Skills Centers.



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