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Toyota WiLL VI

2000 – 2001

The WiLL brand was introduced as a collaborative marketing venture by a consortium of Japanese companies aiming to cater to the preferences of a younger consumer demographic between August 1999 and July 2004 in Japan. The participating companies included Kao Corporation, Toyota, Asahi Breweries, Panasonic, Kinki Nippon Tourist Company, Ezaki Glico Candy, and Kokuyo Co., Ltd. Toyota extended a youth-focused strategy to North America through the Project Genesis program. The initiative was designed to align with the principles of Kansei engineering, a concept popular among Japanese firms emphasizing emotional and aesthetic appeal in product development. The collaborative effort among the conglomerate of companies under the WiLL brand was a strategic move to target the preferences and lifestyles of a