Project Genesis was a plan by the Toyota Motor Sales USA to attract more youthful buyers to the company's products.
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.
Another problem was the important restrictions imposed on Toyota; these caused severe dealer markups and made the car less accessible to younger buyers.
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.
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'.