Commerce in Second Life is transacted using Linden Dollars which can be purchased with real currency. The current exchange rate is about L$280 per US$1.

A virtual Scion sells for about L$300, or a little over a buck, said Scion spokeswoman Allison Takahashi.

The Scion showroom exists in its own neighborhood, Scion City, inside Second Life.

"Scion City is this sort of futuristic, gritty, decaying city," said Reuben Steiger, chief executive of Millions Of Us, the company working with Scion and Pontiac to create their virtual corporate presences.