Scion Launches Car Customization Competition for U.S. Servicemen and Servicewomen

Scion's "Battle of the Builds" is a military design challenge giving service members the opportunity to construct their ideal Scion xB in just 12 weeks

Jun 16, 2010, 09:00 ET from Scion

TORRANCE, Calif., June 16 /PRNewswire/ -- Scion announced today that it has launched a unique car customization challenge strictly for active duty military personnel. The "Battle of the Builds" contest will tap into the creativity, teamwork and can do attitude of today's U.S. Military and challenge them to design a customized Scion xB.

On May 3, teams of dedicated service members were offered the chance to describe their vision of how they would customize a Scion xB based on a $15,000 budget. A total of 25 semi-finalists were selected and their proposals can be viewed on Scion now needs your vote to select the finalists.

Now through June 30, military personnel as well as civilians will have the opportunity to vote for their favorite customized Scion xB by visiting

The three finalists will be announced on July 6 and will receive use of a Scion xB and $15,000 to make their vision a reality. Teams will have approximately 12 weeks to complete their build project.

One car will be selected as the Grand Prize winner, and the team will be invited to the 2010 Specialty Equipment Market Association (SEMA) Show in Las Vegas to showcase their modified xB in the Scion booth.

"Scion knows and appreciates the job our military does every day," says Jack Hollis, vice president of Scion. "Members of our military work as a team and have unmatched technical and mechanical skills. This contest is designed to let our service members showcase these talents in a fun and exciting way. Creating a design competition especially for the military is one of the ways Scion thanks and salutes our country's finest."

To support U.S. troops, Scion is working closely with Morale, Welfare and Recreation (MWR) of the Army, Navy, Air Force, and Marine Corps commercial sponsorship units and base Auto Skills Centers. Full contest details can be found at

Car enthusiasts, team supporters, and other interested parties can register on the Battle of the Builds website ( to cast a vote for their three favorite designs between June 16 and June 30. During the voting and build phases, the program can be followed on Scion's Facebook page ( and at

Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle and the tC sports coupe. Scion launches the all-new, premium micro-subcompact iQ in early 2011. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit

About MWR. Morale, Welfare, and Recreation (MWR) is a Services-wide, comprehensive network of support and leisure programs and services primarily designed to enhance the experience and improve the quality of life of our uniformed service members, their families and military retirees. MWR professionals worldwide strive to deliver a wide range of quality programs, services and events ranging from family, child and youth programs to athletics, recreation, entertainment, and auto skills activities. Whether it be at a stateside or overseas base, on board a ship deployed to the Arabian Gulf, or on the battlefield half a world away, MWR is proud to serve the needs, interests and responsibilities of the entire military community for as long as they are an part of the military.