The WiLL brand was a marketing approach shared by a small group of Japanese companies who decided to offer products and services that focused on a younger demographic from August 1999 until July 2004 in Japan.

Toyota also engaged in a similar "youth oriented" approach in North America, with the Project Genesis program.

The series was intended to appeal to markets that were not covered by Toyota's mainstream range, and to discover how commercially feasible such unusual designs were.

[2] The unique-appearing rear window had earlier appeared on the Mazda Carol, the Ford Anglia (1959–1968), and the Citroen Ami.

The car was painted in a number of pastel colors, and the plastic wheel covers resemble sand dollars.

It was formally introduced at the 2001 Los Angeles Auto Show, as a precursor to the introduction of Scion to North America, and sales in the Japanese market in April of that year under a massive publicity campaign with British electronic group Underworld.

The VS joined the revised Vi, renamed the Cypha, and offered WiLL buyers the choice of a wider car with a more powerful engine.

This would include trend-setting features such as the rakish body shape, aerodynamic angles, projector-style headlamp cluster (regarded as revolutionary in 2001), illuminated speedometer and clear LED tail lights.

All Will VC' and WiLL Cyphas were manufactured by Central Motors at its "Headquarters plant" located at Ohira, Miyagi, Japan.