Toyota Plans Male Car for Will

22 December 2000

Auto giant Toyota is developing a new car targeted at young men under its Will brand – a joint marketing venture with corporate colossi Matsushita Electric Industrial and Kao.

Will has hitherto been aimed at young women with the recent launch of a curvy car under the Will Vi brand name, available in supposedly feminine colors like pink. Other products in the range include a fabric deodorant from Kao and a collapsible bicycle from Matsushita.

The new model will extend the Will brand to men. Explained Junzo Shimizu from Toyota’s Virtual Venture Company division: “We started out by targeting women, but we have no intention of limiting Will just to women”.

Although Shimizu would not say when the car would actually go on sale, he added that it would be the first of several male-oriented products appearing next year.

News source: Wall Street Journal