Toyota Project Genesis
Encyclopedia
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 less than successful Scion
marque.
Launched in 1999, Project Genesis was a task force formed by Yoshimi Inaba, president of Toyota Motor Sales USA and James Press, COO of TMS. They intended to take three new products which were about to be introduced and sell them as a "marque within a marque" through Toyota's United States dealer network.
The cars, the Celica
, MR2 Spyder
, and Echo, would be bundled together and advertised differently from other Toyota models. At the time, in America, these vehicles were in segments that were shrinking and not necessarily considered typical youth segments. Regardless, the parent company in Japan challenged Toyota USA to market these existing products as "youth" vehicles.
The Toyota ECHO was a global vehicle sold in Asia and Europe under the name Yaris. It attracted young American buyers in the first year of its launch, but the average age would creep up in subsequent years. The ECHO has since been replaced by the global brand Yaris nameplate. The MR2 Spyder, named the MR-S in Japan, did not sell very well either, as it was believed to be impractical for younger generation buyers. Little storage room, low seating capacity, and other problems are common to two seater convertibles, but they are inconvenient when it's the owner's only car. Another problem was the important restrictions imposed on Toyota; these caused severe dealer markups and made the car less accessible to younger buyers. The MR2 Spyder did at least sell well with the tuner market. The Celica, on the other hand, was at first successful with younger buyers. In 2000, its first model year being sold under the 'Project Genesis' marque, sold over 65,000 units. Sales started to trail off towards it final 2005 model year, in which only 15,000 units were sold.
With a limited budget, minimal product input, and strong internal political resistance, Genesis struggled to make the enduring marketing impact it set out to accomplish for the launch of these three vehicles. Hence came Toyota's 'Project Exodus'.
In 2001, Genesis was officially brought to a close by the announcement that Toyota Motor Sales USA decided to launch a separate marque, Scion
, a move known as 'Project Exodus'. Scion's success can be directly attributed to the lessons learned from the Genesis experience and struggles.
Scion (car)
Scion is a brand of vehicles produced by Toyota Motor Corporation for the North American market. Founded in 2002, Scion's long-term goal is to appeal to Generation Y consumers. The first Scion models, the xA hatchback and xB wagon, went on sale in California in 2003, followed by a sports coupe, the...
marque.
Launched in 1999, Project Genesis was a task force formed by Yoshimi Inaba, president of Toyota Motor Sales USA and James Press, COO of TMS. They intended to take three new products which were about to be introduced and sell them as a "marque within a marque" through Toyota's United States dealer network.
The cars, the Celica
Toyota Celica
The Toyota Celica name has been applied to a series of coupes made by the Japanese company Toyota. The name is ultimately derived from the Latin word coelica meaning "heavenly" or "celestial"....
, MR2 Spyder
Toyota MR2
The Toyota MR2 is a two-seat, mid-engined, rear wheel drive sports car produced by Central Motors, a part of Toyota, from 1984 until July 2007 when production stopped in Japan...
, and Echo, would be bundled together and advertised differently from other Toyota models. At the time, in America, these vehicles were in segments that were shrinking and not necessarily considered typical youth segments. Regardless, the parent company in Japan challenged Toyota USA to market these existing products as "youth" vehicles.
The Toyota ECHO was a global vehicle sold in Asia and Europe under the name Yaris. It attracted young American buyers in the first year of its launch, but the average age would creep up in subsequent years. The ECHO has since been replaced by the global brand Yaris nameplate. The MR2 Spyder, named the MR-S in Japan, did not sell very well either, as it was believed to be impractical for younger generation buyers. Little storage room, low seating capacity, and other problems are common to two seater convertibles, but they are inconvenient when it's the owner's only car. Another problem was the important restrictions imposed on Toyota; these caused severe dealer markups and made the car less accessible to younger buyers. The MR2 Spyder did at least sell well with the tuner market. The Celica, on the other hand, was at first successful with younger buyers. In 2000, its first model year being sold under the 'Project Genesis' marque, sold over 65,000 units. Sales started to trail off towards it final 2005 model year, in which only 15,000 units were sold.
With a limited budget, minimal product input, and strong internal political resistance, Genesis struggled to make the enduring marketing impact it set out to accomplish for the launch of these three vehicles. Hence came Toyota's 'Project Exodus'.
In 2001, Genesis was officially brought to a close by the announcement that Toyota Motor Sales USA decided to launch a separate marque, Scion
Scion (car)
Scion is a brand of vehicles produced by Toyota Motor Corporation for the North American market. Founded in 2002, Scion's long-term goal is to appeal to Generation Y consumers. The first Scion models, the xA hatchback and xB wagon, went on sale in California in 2003, followed by a sports coupe, the...
, a move known as 'Project Exodus'. Scion's success can be directly attributed to the lessons learned from the Genesis experience and struggles.