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.

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Commercial Break: How To Bring A Car To Market In 93 Seconds

A hot tip from a few friends in my generational cohort, the ones who don’t drive or have any interest in motoring. They all love this ad for the Dodge Dart and encouraged me to check it out.

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Generation Why: They Can Tell You Don't Get It

“We tried to teach dealers how to calibrate conversations,” Mr. Martin said. “Stop trying to be cool and give them the fist pump. They can tell you don’t get it.

Journalism profs would admonish us for “burying the lede”, or hiding the most important information way down in the story, rather than putting it at the front where it’s easily accessible. Amy Chozick of the New York Times put that gem at the very end of her article on how General Motors is hiring consultants from MTV, including Ross Martin, quoted above, to help their brand connect with young people. Mr. Martin, take your own advice.

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Generation Why: A Few Takeaways From A Dumb Marketing Study

Since many of you old-timers see us young folks as self-absorbed brats, I decided I wouldn’t spam TTAC with my “angry young man” rants too often – but today is a special case, with the results of a Deloitte study on Gen Y being released. As you’d guess, they are about as accurate as Toyota’s notion that consumers aged 18-30 would want to buy boxy subcompacts that they can customize.

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  • ToolGuy Make the hood taller, and I'm in. 😉
  • El scotto It leaves the loading dock/loading are in the morning. It gets parked in the same place. Bubba/Bubbette plugs in and it charges overnight. Driver forgot to plug in?First time a warning, second time no pay while their vehicle is recharging. That problem will correct itself.
  • El scotto Hmmm, because it would take ohh another 20 minutes; if you rent an EV on the company dime stay at a hotel on the company dime that has EV chargers. I know crazy talk.Common sense would dictate don't rent an EV where there aren't chargers. No, I'm not downloading a find a charger app for a business trip either. People who don't like EVs won't rent them. Some do like EVs and will rent them. However most EV research on here consists of: I bought a dozen eggs, four large dill pickles, and a loaf of bread; therefore I have egg salad."
  • 28-Cars-Later Here's another thing you can't buy; and another, and another!
  • JREwing It suffered the same small back seat problem that the Ford Contour and Mercury Mystique did. 2 more inches in wheelbase or a taller roof would've helped a lot.But the biggest issue was that it wasn't a SUV/crossover/soft-roader with 3 rows in a market that couldn't get enough of them.