Roxy Echo Makes Auto Show Debut

Roxy, the Huntington Beach, Calif.-based girls surf label owned by Quiksilver, teamed with Seventeen magazine and Toyota Motor Sales, USA to co-brand the new special edition Roxy Echo at the Los Angeles Auto Show, which runs through Jan. 14 at the Los Angeles Convention Center.

An intense marketing program to build demand for the Roxy Echo will kick off in spring 2001, and will be introduced to the teen public in the May 2001 issue of Seventeen, along with a three-car giveaway sweepstakes.

The Roxy Echo package will feature unique Roxy exterior striping, Yakima roof rack with Roxy surfboard pads, branded neoprene front and rear seat covers, Roxy carpet floor mats, surf-inspired customization accessories, including a car trunk wetsuit compartment, Roxy heart logo on car doors and Roxy license plate and license plate holder.

“This isn’t just about a concept car—it’s about taking lifestyle and merging it into design and styling,” said Steve Sturm, vice president of marketing at Toyota Motor Sales, U.S.A.—Andrea Bermudez