Enter the Machine

Take On The Machine? Sounds like the title of a new Matrix sequel or Zack de la Rocha's new side band...not quite. It's Scion's new campaign to introduce the 2011 tC sports coupe, that is set to be released in September 2010. In this new campaign, Scion focuses on the word 'Machine,'associating it with Scion. Scion has the youngest demographic out of any vehicle company with the average age of 26. Therefore this new campaign represents the young audience, and their daily obstacles in the city, referred to as "the machine." Quite a concept! Check out Takeonthemachine.com site dedicated to the release of the 2011 Scion tC.



What's so great about the new 2011 tC you may ask? This is the first major redesign since the original tC was released in 2004. This amazing vehicle features a new edge to the sporty coupe exterior and will feature a larger, more powerful engine and new transmissions. There are now two new transmissions, a six-speed manual and a six-speed sequential-shift automatic, replace the current five-speed manual and four-speed automatic. Under the new sheet metal, the tC sports a roomier cockpit with new sport bucket seats, redesigned instrument cluster, three-spoke steering wheel, standard panoramic moon roof and an AM/FM/CD/USB audio system with eight speakers and steering-wheel-mounted controls. Among the standard safety features for 2011 are ABS, stability and traction control, brake assist and electronic brake force distribution, as well as active front headrests and eight airbags.

If you live in the San Diego area, check out this fascinating machine at Scion Carlsbad.