By on September 21, 2021

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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By on September 20, 2021

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?”

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By on September 13, 2021

The plain white van you see here is the subject of our second edition of Abandoned History. Though it was produced and sold domestically as eStar by Navistar, it was actually developed in England years prior. In fact, the story of this electric van begins with the traditional black London taxi.

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By on August 26, 2021

In Part V of the Rare Rides series on the Eagle Premier, I mentioned an abandoned project at Chrysler called Liberty. Announced in 1985, Liberty was supposed to be a direct challenge to GM’s recently announced Saturn brand. Or it wasn’t, depending on what day of the week Liberty was addressed.

Chrysler’s PR department and CEO Lee Iacocca seemed at odds on what the Liberty project was, but they were both sure it was very important and it would build something, probably.

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