Scion is a discontinued marque of Toyota that started in 2003. It was designed as an extension of its efforts to appeal towards younger customers. The Scion brand primarily featured sports compact vehicles (primarily badge engineered from Toyota's international models), a simplified "pure price" model, and eschewed trim levels in favor of offering a single trim for each vehicle with a range of factory and aftermarket options for buyers to choose from to personalize their vehicle. The Scion name, meaning the descendant of a family or heir, refers both to the brand's cars and their owners. The brand first soft launched in the United States at selected Toyota dealers in the state of California in June 2003, before expanding nationwide by February 2004. In 2010, Scion expanded into Canada. In an effort to target the generation Y demographic, Scion primarily relied on guerrilla and viral marketing techniques.