Scion thunders into auto show

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Updated: February 9, 2012 3:56PM

Scion, the youth brand of Toyota, will be bringing the “thunder” to the 2012 Chicago Auto Show.

Using nearly 30 percent more space than last year’s show, Scion will erect an expansive product and media theater dubbed Thunderdome. Gone is the Matchbox-style vehicle showcase, which was a mainstay on the major auto show circuit for nearly five years.

Featuring 15-foot-tall overhead LED screens, and an enhanced sound system, the new exhibit is awash with action-packed videos and eye-popping graphics. At the center of the exhibit will be the 2013 Scion FR-S compact rear-wheel-drive sports car. The 200-horsepower FR-S goes on sale this spring.

There will be several Scion products on display, among them the Scion iQ micro subcompact, which went on sale in the fourth quarter of 2011. Each product has a zone and a video wall. Every zone is equipped with digital product information and comparison tools, plus the Scion sX – an award-winning, immersive guest experience that features branded content, user participation and information sharing.

“We think Chicago area visitors will enjoy the modifications that we’ve made to our exhibit,”

said Steve Hatanaka, auto shows and special events manager at Scion. “It remains true to Scion’s roots of authenticity, personalization and youth.”