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Scion was a marque of Toyota that debuted in 2003 and was available only in the United States and Canada. The marque was intended to appeal to younger customers: the Scion brand emphasized inexpensive, stylish, and distinctive sport compact vehicles, and used a simplified "pure price" sales concept that eschewed traditional trim levels and dealer haggling. Each vehicle was offered in a single trim with a non-negotiable base price, while a range of dealer-installed options was offered to buyers for personalizing their vehicles. The Scion name, meaning the descendant of a family or heir, refers both to the brand's cars and their owners. In an effort to target millennials, Scion primarily relied on guerrilla and viral marketing techniques.