#toyota

When Toyota announced that the Land Cruiser wouldn’t be coming back to the United States, off-road people shrugged and got back into their clapped-out 4Runners. Despite being incredibly capable wherever pavement is in short supply and having a pedigree that rivals Jeep’s Wrangler, the Land Cruiser is a prohibitively expensive vehicle. Toyota’s penchant for overbuilding vehicles merged with the model’s luxurious bent, resulting in a product that retailed at $87,030 before adding a single option, and sales volumes reflected this.

It was just too rich for most Americans and sales suffered as a result. But Lexus has confirmed the Cruiser-based LX will be returning and recently teased the new model’s next-generation online. While the manufacturer hasn’t confirmed that the 2022 Lexus LX 600 will be a rebadged version of Toyota’s off-road emperor, literally every generation of the LX series has been.

Ninety years. That’s the amount of time that General Motors has led the sales charts in the U.S.

That may change this year, according to industry bible Automotive News, because of the ongoing microchip shortage.

Trucks were simpler when today’s Rare Ride was new. No giant grilles, no Ranch Platinum 1764 Embroidery Edition, and no ridiculous styling (I see you, Tundra.) The T100 was a reliable essence of truck, even if it wasn’t what the American market wanted.

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.

I have become accustomed to running into the unexpected during my junkyard travels, finding everything from a JDM Nissan Fairlady Z to a bullet-riddled Cadillac from a Mythbusters episode to a British tank. That said, I never expected to find a four-year-old hydrogen fuel-cell car, more than a thousand miles from the only state in which they were sold that year. This becomes the newest junkyard car I’ve documented, taking the top spot from the now-second-place 2015 Mitsubishi Mirage.

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.

PONTIAC, MICH. — I noticed a couple of you commenters wondering why we hadn’t covered the 2022 Toyota Tundra yet.

One of you joked that we hadn’t done so because the grille is so ugly that we’d be charged with a crime.

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?”

When Toyota and Subaru shacked up nearly a decade ago to birth the 86/BRZ twins, our enthusiast community rejoiced at the bundle of joy. Here was an affordable, rear-wheel-drive coupe on skinny tires that was designed to make its driver grin – both on the way to work and at the autocross course.

The next-gen car, called the GR 86 in Toyota showrooms, builds on the nimble chassis while bumping its displacement for more (and more accessible) power. There are but two trims – base and Premium – plus the choice of a manual or automatic transmission. You know our answer to the latter, so let’s figure out which trim is more appealing to the fun-seeking gearhead.

Despite being one of the only manufacturers not to incur heavy production losses over the global semiconductor shortage, Toyota has announced that its luck has finally run out. The automaker is estimating that it will need to cut assembly by 40 percent this September.

It’s not alone. Both Ford and General Motors have announced they’re also stifling production this week to account for a deficit of chips. Even Volkswagen Group has been cautioning that it might schedule more downtime going into the fall. But that’s basically been the story for all of 2021. Toyota just happens to be the newest inductee.

I’m back with more boring used car content, a topic some of you apparently despise with a passion. Caution: More used-car discussion ahead, get out while you still can if this is the case! For the rest of you, let’s review the impractical car suggestions you’ve made that earned a spot on the Yes, I Like list.

It might surprise readers to learn that the writing staff at TTAC do not spend the majority of their time in gullwinged supercars or week-old BMWs. We do occasionally put down the jar of Grey Poupon and clamber aboard practical cars – y’know, the type which people actually buy.

The humble Corolla is likely at or near the top of the list made by shoppers who want simple transportation. Your author knows more than a couple of people for whom Corolla could actually be a parallel for the term ‘default car’. This series examined the Civic a couple of months ago, so it’s only right we do the same for the other popular machine in this segment.

We’ll return to six-figure hypercars next week.