Toyota' New Corolla to celebrate 50th Anniversary
Car enthusiasts will see a new model "Corolla" out in the market on September 1 to celebrate the legendary vehicle's 50th anniversary, Toyota bared July 11. Corolla debuted in 1966 to kick off Japan's motorization.
The new Corolla. HYBRID G“50 Limited, is based on the HV model of Corolla Axio, upholstered in impressive red. Corolla, a Latin for a small crown, was made into an emblem to decorate the 1st generation Corolla; the new Corolla has likewise the same emblem underneath the car name and also on the seats.
The new Corolla is priced 2.4 million yen and production limited to 500.
The 1st generation Corolla was designed by Tatsuo Hasegawa, the developer of the legendary interceptor "Ki-94" for combating the US bombers B-29 flying in high altitudes in the last phase of World War II.
Hasegawa was commissioned to market a vehicle to recover the ground lost by unpopular Publica.
Hasegawa laid a basic concept, 80% +α, calling for 80% points in all aspects with added values - like a new suspension.
While Aqua is performing well at home, Corolla sold only 109 thousand in 2015 or roughly 1/4 of the peak time in 1973. Its overseas sales, however, aggregated 1.229 last year or 15% of Toyota's own output off Daihatsu and Hino. One out of 6 Toyota cars is Corolla.
Corolla is selling rather well in China, marking the all-time high of 1.22 million in 2015. Last autumn Toyota marketed locally assembled HV cars and in 2018 plans to deliver plug-in hybrids chargeable at home.
The marketing of HYBRID G“50 Limited betrays Toyota's pride in Corolla. You may recall the vehicle was so named to be an attractive, "high-compact" car with an elegant style. Corolla's legend survives; so does Toyota's concept of 80%+α.
