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MOyA
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In 1999, Toyota launched Project Genesis, an effort to bring younger buyers to the Toyota marque in the United States This project aimed to create a "marque within a marque" in sales and advertising strategy for compact and coupe models sold by Toyota The effort, which included the the introduction of the Toyota Echo economy car, along with late generation Toyota MR-2 and Toyota Celica models, was judged unsuccessful and cancelled in 2001 In response, Toyota chose to launch a separate marque, an effort called Project Exodus. This project became known as Scion
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