TORONTO, ON., (October 8, 2014) – Since its inception three years ago into the Canadian market, Scion has been focused on connecting with iQ, tC, xD, xB and FR-S owners and friends from coast to coast – through a shared passion for car culture, music, sport, fashion, art and food.

Building on that success, Scion is now launching a unique campaign entitled “Powering Passion.”

For this initiative, Scion reached out to owners in Canada to learn more about the activities they’re passionate about, and the role their Scion vehicles play in those activities.

Following an impressive response from Canadian Scion owners, the stories of six individuals were selected to be showcased. Each has a unique story to tell – from David the mountain biker and Mike the freerunner to Kalena the fashion designer and Juilen the longboarder.         

“Scion is proud of the great passion our Canadian owners have for their cars,” said Cyril Dimitris, Director, Scion Canada. “It’s very exciting to launch a campaign by featuring the energy and dynamism of our owners so authentically.”

Using the six stories as a thematic foundation, the next step in the campaign is a major advertising effort in Canada – spanning digital, print, television, and cinema. This is scheduled to run throughout the fourth quarter of 2014 and the first half of 2015.

To see the videos profiling the six Scion owners – and for more information about Scion’s brand campaign – visit

About Scion Canada

Scion is the exclusive Canadian distributor of Scion tC, xB, xD, iQ and FR-S vehicles through a sales and service network of 90 dealerships across Canada. All Scions come fully loaded with many standard features including Scion’s Star Safety System. Backed by Toyota, Scion is built by passion and dedicated to quality, style and performance. Find out what moves you at or