Toyota Project Genesis

Project Genesis was a plan by the Toyota Motor Sales USA to attract more youthful buyers to the company's products. Widely considered by the media to be one of Toyota's worst flops, the experiment provided the foundation for Toyota's Scion marque. The endeavors of this approach were also used in the home market of Japan. The Japanese market efforts were the result of several Japanese companies contributing products or services under the WiLL brandname, and Toyota's contribution was three vehicles offered at restructured Toyota Japanese sales channels from Toyota Vista Store to Toyota Netz Store.