Abandoned History: The Early 2000s WiLL Project, for The Youths (Part IV)

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.

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Abandoned History: The Early 2000s WiLL Project, for The Youths (Part III)

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.

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Abandoned History: The Early 2000s WiLL Project, for The Youths (Part II)

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.

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  • Surakmn Wrong question, for a lot of people even a PHEV has enough range for commute or errands. The problem is lack of a cost effective, speedy and available charging infrastructure. With an ICE you're usually never more than a few miles away from a ten minute fill up. THAT is what makes me comfortable on a cross country trip. Electrics can manage more routes than many people realize but you have to plan it out and allow for charging times and pray charging stations are real and working shopping the way. It's a few years out yet.
  • John I had an 87 escort GT that was silver, it was a fun little car and got 35+ mpg average, one time I got 42 average on a turnpike trip.
  • Jho65697139 That's going to take a lot of buffing.
  • Corey Lewis No need for unique qualifications to care for this thing, it's just a Corolla with a different body on it.
  • Jeff S How's you Fiat doing?