Several Japanese companies embarked on the WiLL sub-brand exercise at the dawn of the new millennium. Miscellaneous WiLL-branded products were introduced alongside a funky new car offering from Toyota, the WiLL Vi.
The baguette-themed retro sedan was an immediate failure amongst the youthful consumers WiLL was supposed to attract, so Toyota had a very quick rethink. Meet VS.
The Vi’s fate was sealed after just over a year in production. Though Vi was built through December 2001, VS production began in April that year. Toned down and altogether more sporty and serious-looking than Vi, VS was thoroughly modern in its design. No retro cutesy themes or French cues to be found, VS went after a different youthful customer: The kind who said “That’s tight yo!” but in Japanese.
Based on the E120 Corolla platform (like the future Matrix) that was new for 2000, the 2001 VS was curiously introduced at that year’s Los Angeles Motor Show. The right-hand-drive VS was not intended for North American distribution, but Toyota decided Americans should look at it anyway. VVC drew design inspiration for this new VS, apparently, from the 1980s Lockheed F-117 Nighthawk stealth aircraft. Do with that information what you will.
A few months after the LA Auto Show, sales began in Japan. The introduction was accompanied by a vigorous ad campaign that featured the very un-cutesy British electronic band Underworld.
This time, WiLL gave its customers trim, engine, and transmission options and did not foist upon them a singular specification with a small engine and automatic transmission. Three basic trim levels topped out at a premium VS with a sporty body kit, fog lamps, alloys, and a paddle-shift automatic. Engines were all of inline-four specification, with displacements of 1.5 or 1.8 liters. Two different 1.8s were available: a VVT-I that offered 140 horsepower, or the 180-horse VVTL-I from the Celica. A typical four-speed automatic transmission was available, but the sporty WiLL customer chose the six-speed manual. All examples were front-drive.
All those goodies meant the VS cost more than the smaller Vi, both in the showroom and for the purposes of the taxman. However, unlike the unloved Vi, VS garnered much popularity in Japan. Fans liked its concept-like styling and higher level of equipment than offered on Corolla. But as is common, supposed popularity does not always translate into sales. The VS remained in production for exactly three years and wrapped up in April 2004. Toyota noted 14,965 total examples produced – not stunning.
By the time the VS was halfway through its run, however, the folks at WiLL management and VCC decided to have one more go at Vi under a different naming scheme. But the third and final WiLL was most definitely the worst of the three. We’ll talk about that next time.
[Images: Toyota]
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Actually the separate tax rate for 3 number vehicles (any cars over 4700l x 1700w x 2000h mm or engine displacement over 2L) had been abolished back in 1989, so it wouldn’t have been applicable by the time of WiLL project.
The only people who cares about the 3/5 numbers nowadays are the elderly who are still stuck in the “3 number” = “huge luxury vehicle” mentality.
Fair enough – I’m not knowledgeable on that topic and I can’t find further information in English. So I removed it.
Any truth to the rumor that the lead designer on this went on to pen the latest Camaro?
Lord, I love a car you can’t see out of.
I can see certain styling elements that might have made their way to the Vibe/Matrix.
Yep. The overall look is very Mitsubishi to me though, but I’m not sure which JDM one I mean.
I was thinking Suzuki.
This is okay, but I like the Matrix more.
I was thinking current Mazda 3 Hatchback meets a taffy puller!
There is definitely a Matrix vibe in some of the rest of this, as well! :-D
Yeah, interior somehow reminds me Pontiac Vibe.
You had me at actual station wagon and not a CUV.
Mitsu front end/profile, Acura grille, Vibe side profile and vaguely French hatch but lacking the European style amber turn signals.
Does anyone else see that?
I see Mitsu as well, although this is better executed than the average Mitsu design. Honestly in 2001 it was ahead of its time.
Very much so. This thing shows 2008-2010 styling easily.
Elon is PO’ed at Jeff B’s rent-seeking lawfare in the billionaires space race. So he decided to get even by doing his own rent-seeking in the EV development race. That’ll fix him.
Actually, it will only ‘fix’ the rest of us.
Oops. I wondered where that comment went. I’ll leave it to you to figure where it should have appeared.
The only car in this series that I actually like.