Abandoned History: Project Genesis, Toyota Cars for Young People
Toyota was very focused on youthful consumer appeal at the turn of the millennium. Around the same time the WiLL sub-brand launched in the Japanese home market with its multitude of different products, a similar project was just getting underway at Toyota Motor Sales USA.
It was called Project Genesis, and like WiLL, it didn’t go well.
Corey Lewis Sep 29, 202113