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Toyota Motor Corp. has launched the WiLL Vi passenger car on the domestic market, targeting women in their late 20s, the automaker announced Monday. The WiLL uses the Vitz compact platform — one of last year’s most popular cars — and clears emission standards that will take effect in October, the automaker said. Toyota, generally known for its popularity with older people, is using what it calls a retro look to reach out to a younger generation of buyers. The 1.3 million yen vehicle, equipped with a 1,300cc engine, also comes in a canvas-top model that sells for 1.45 million yen. The car is Toyota’s first product in its joint, single- label marketing venture with Asahi Breweries, Ltd., Matsushita Electric Industrial Co., Kinki Nippon Tourist Co. and Kao Corp. Under the alliance launched last summer, the firms are targeting people in their 20s and 30s by offering products under the brand name WiLL. “We believe that, with this car, we can send a strong message to the younger generation as well as to people who do not have much interest in cars,” said Fujio Cho, president of the automaker, which hopes to sell 1,500 units a month.

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