As someone who owned an Echo, I can tell you that it was very roomy inside (especially for a subcompact car), offered loads of storage, was easy to drive and had the legendary Toyota reliability. There was just one problem . . . the Echo as configured for the U.S. was considered ugly!
While initial sales were good, sales numbers had dropped considerably within a couple of years and Toyota discontinued the Echo name after the 2005 model year.
Around the time the Echo’s sales were slipping, Toyota rolled out a new car called the xB from its new Scion division. The xB featured funky box like styling and was an immediate success. In its first five years, the xB sold over 100,000 more units than the Echo in its first five years and the xB was Scion’s number one seller.
So why did one car do so well and the other fail after just a few short years?
Packaging. In short, Toyota missed with the Echo’s styling and hit a home run with the xB’s.
We have all heard it said that you can’t judge a book by its cover; yet we all know that we are all being judged all the time by people who know nothing about us except for what they see on our “covers.”
So, what does your cover say about you? Is it consistent with what you want it to say? Is it authentic to who you really are?