Drive On: Toyota's Scion creates business incubator

We're impressed: An automaker is stepping out from behind the curtain to help out its young, not terribly affluent, customers.

Scion used to be known for sponsoring art displays aimed at attracting buyers to Toyota's youth brand. Now, it is going to underwrite their businesses.

In a sign that the brand and its prime customers could be growing up, Toyota's Scion has launched a program called Motivate to create an incubator for innovative small businesses.

It's inviting submissions for the chance to win a personal business mentor, $10,000 and a Scion vehicle to promote career success. Applicants between the ages of 18 and 35 are invited to submit written responses and a 60-second video describing career passions and the resources needed to achieve their goals.

"Scion's customers have long been among the youngest in the industry, but many are also characteristically self-starters with strong interest in pursuing their passions," said Scion Vice President Doug Murtha. "Drawing on the unique strengths of our creative communities and Scion's commitment to the arts, we designed a powerful way to support young entrepreneurs in pursuing their dreams. We hope to inspire young leaders to seize the day and succeed."

From all those applications, Toyota will choose 50 as semi-finalists. Even the runners-up will get $1,000.