On sale continuously in the U.S. since 1968, the toyota Corolla has sold more than 30 million units worldwide since its introduction in Japan in 1966. The Corolla has been the best-selling car in Japan for most of that time, and for the past 20 years, has been the second best-selling model in Toyota’s North American lineup. In summary, the Corolla is the world’s all-time best-selling passenger car. With the introduction of the all-new, 10th-generation Corolla for the 2009 model year, Toyota hopes to maintain and build upon that success.
The Corolla is positioned between the entry-level Yarisand the Camry in Toyota’s U.S. lineup. For this latest generation, and in an attempt to attract younger buyers to feed the brand, Toyota focused on creating a more emotional connection with a more diverse audience than for previous Corolla models. Toyota focused on two areas: creative style and packaging, and improvements in sensitivity performance. Rather than designing and engineering the new model to appeal to buyers in one regional market, a broader approach was taken. Handling performance, for example, was calculated to meet the rigorous requirements of European highways, such as Germany’s Autobahn. Other aspects, such as ride comfort, roominess, cargo capacity and functionality, were based on the demands of the U.S. market, Corolla’s largest in terms of sales.
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