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Toyota's Scion brand made its debut in 2003. The Scion brand focused on affordable, stylish, and distinctive sport compact vehicles, and used a simplified design in an effort to appeal to younger customers.


In an effort to attract younger customers to the Toyota brand in the United States, Toyota developed Project Genesis in 1999. The goal of this initiative was to develop a "marque within a brand" for Toyota's small and coupe vehicles in terms of sales and advertising. The endeavor, which included the introduction of the Toyota Echo budget vehicle, along with late generation Toyota MR-2 and Toyota Celica models, was declared ineffective and abandoned in 2001. In response, Toyota opted to develop a new nameplate, an initiative named Project Exodus. Toyota hired Fresh Machine, a digital design firm located in Los Angeles, to create the brand, logo, and website. Scion was the name given to this endeavor.

Toyota has previously taken part in an initiative in Japan with other Japanese businesses that sought to advertise their goods to younger consumers. Three WiLL-branded Toyota automobiles were produced and only sold at Toyota Netz Store Japanese dealerships.

Scion by Toyota

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