The Fast and the Furious franchise was the spark the dry powder keg in the Japanese domestic market (JDM) enthusiast world needed. Huge action and impressive racing scenes exposed newbies and diehard fans of other types of cars to models like the Nissan Skyline, Mitsubishi Lancer EVO, and the now-unobtainable Toyota Supra. We don’t see these cars coming up for sale often, but a whole load of impeccable Japanese metal is heading to auction on Bring a Trailer.
In Part I of our Abandoned History coverage of GM’s Turbo-Hydramatic transmission line, your author made reference to a very exclusive Nissan that made use of the hefty THM400. That extremely formal Rare Ride has been on my mind since then, so here we are. If it pleases your majesty: The 1966 Nissan Prince Royal.
The WiLL branding project in early 2000s Japan was intended to excite and interest younger consumers with stylish products, all of which were marketed as WiLL. At the pinnacle of unique WiLL offerings were three different small Toyotas: The first two were the unpopular and unsuccessful retro-French themed Vi, and the modern-looking, popular, and unsuccessful VS.
Around the middle of VS production, Toyota just knew there had to be a part of the market they hadn’t reached yet and reintroduced the idea of the Vi with a polar opposite stylistic direction. This is the Cypha.
Several Japanese companies embarked on the WiLL sub-brand exercise at the dawn of the new millennium. Miscellaneous WiLL-branded products were introduced alongside a funky new car offering from Toyota, the WiLL Vi.
The baguette-themed retro sedan was an immediate failure amongst the youthful consumers WiLL was supposed to attract, so Toyota had a very quick rethink. Meet VS.
Today’s Rare Ride was the only other car accompanying Lexus’ LS 400 at dealerships in 1990 and 1991. The fanciest Camry offered in the US, it was a badge conversion from a Camry sold in the Japanese market.
But consumers saw through the charade, so while the high-effort LS 400 flew off the showroom floor, the minimal effort ES just sat there.
The WiLL project was a short-lived collaborative marketing effort by several Japanese brands, intended to capture the interest and money of youthful buyers. Using emotional engineering, seven companies launched new products in the early 2000s wearing WiLL sub-branding. Included in the myriad of offerings were three different subcompact Toyotas.
And here’s the first one, the WiLL Vi.
Today’s Abandoned History story is one of targeted marketing. In the early 2000s, an amalgam of Japanese corporations combined efforts to reach out to younger consumers via unified branding. Cars, food, appliances – all across Japan new, youth-focused products all wore the same sub-brand: WiLL.
Collectively WiLL asked, “How do you do, fellow kids?”
Today’s Rare Ride is the last entrant in a set of four cars introduced to the series back in November 2018. Tiny, retro, and a convertible, Nissan’s Figaro is by far the most popular of the four Pike cars. It’s also the one you can always find for sale in the United States.
Let’s take a look.
In Part I of this two-parter we were introduced to the J30, Infiniti’s luxurious new sports sedan for the Nineties. Having learned from their Q45 mistakes, the brand was determined their new mid-sizer would be appealable to the American Market.
So what went wrong? Let’s find out.
The other day while we were reviewing the daringly spectacular first generation Q45, commenter SSJeep requested coverage of Infiniti’s other rear-drive sedan from the period, the J30. I thought Rare Rides already covered Infiniti’s mid-size offering, but it turned out I was remembering an installment of Buy/Drive/Burn.
That means it’s time for J30.