The agencies, including Attik in London and Oasis in New York, have been tasked with attracting the potential 70m younger American drivers born between 1977 and 1994. The Scion will be priced under $18,000 and is to be on sale across the US by 2004.
Saatchis did take part in review process for the work, but failed to win through. However, the snub "has absolutely no implication whatever" for the agency's relationship with Toyota, according to Brian Bolain, the national manager for Scion in California.
The car, which is aimed at younger, edgier buyers, was unveiled during the New York Auto Show on March 27.
The Scion model is indicative of the motor industry's need to target the children and grandchildren of the 76m baby boomers born between 1946 to 1964, according to the New York Times.
"A very traditional approach is not necessarily going to get us the results we need," Bolain said. "We plan a mixture of traditional and non-traditional, with an emphasis on a grass-roots, under-the-radar approach."
Los Angeles promoters Rebel, part of Urb magazine, has already helped Scion with an events programme for the music industry. Design and graphics agency Enterprise Communications in Torrance, CA will also work on the campaign.
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