CELEBRATING TOYOTA COROLLA
FEW can hope to match the Toyota Corolla’s illustrious achievement. To date, it has sold 50 million units worldwide, with the Malaysian market contributing some 300,000 in the past 55 years.
It’s astounding numbers by any standard.
The Corolla debuted in Japan in November 1966 as a one-litre compact five-seater sedan. The then entry-level model range was so hotly received that Toyota doubled its annual production to 1.1 million units from 480,000 within two years.
Since 1974, it has become the carmaker’s most successful lineup and a worldwide best-seller. It also credits itself as a catalyst for mass car ownership in Japan, and the rest of Asia.
“The Corolla has always been a high quality vehicle that transcends class. It has brought joy of ownership to tens of thousands of customers throughout Malaysia in more than 50 years and over 12 generations,” said UMW Toyota Motor (UMWT) deputy chairman Akio Takeyama.
Success through its reliability to constant evolution to meet consumer standards for the right price, the Corolla’s history isn’t only tied to that of Toyota’s tale but also that of Japan and Malaysia’s transformation.
Japan was only starting to motorise when the first-generation Corolla was introduced, with Toyota expecting it to be a global model right from the start.
It was not only set to be exported from Japan but also for local assembly in many countries, including Malaysia.
Toyota was among the first to respond when the Malaysian government invited carmakers to assemble their vehicles in the country in 1965. Its ideal model for the job was the Corolla.
The process of transferring parts and vital technology could be said to aid in Malaysia’s industrial development.
Champion Motors, which had set up a huge assembly plant in Shah Alam, was approached to participate in the local assembly of the Corolla.
Owned by the Inchcape Group then, the Champion Motors plant, which would later be renamed as Assembly Services Sdn Bhd (ASSB), was assembling a number of other brands under contract as well.
ASSB had the highest output in its early years and the Corolla began to account for an ever-increasing percentage of vehicles coming out of the plant following its introduction in 1968.
Being the best selling model in the country, the Corolla pushed Toyota to become the No. 1 brand in Malaysia in the 1970s.
Most generations of the Corolla were assembled in Malaysia, too. However, local production ended in 2008 after Toyota began importing them from Thailand.
VERSATILE DESIGN
In 1966, then-chief engineer Tatsuo Hasegawa was adamant that the Corolla must encompass features that bring happiness and wellbeing to people around the world.
This was a philosophy that Toyota said had continued over these last 55 years.
Thus, evolution was necessary to keep up with the times and Toyota did just that with the lineup.
To date, the Corolla has evolved through 12 generations, with each offering even more advanced features than the one before.
It also adopted versatility, with the different variants offering more choices to customers.
An example was the availability of a station wagon variant that could be used by small businesses to deliver goods.
The Corolla Liftback also offered a sporty and versatile option with its performance highlighted in local rallies. Aimed at a broad spectrum of users, the car was more priced affordably, especially as it was an entry-level model. It became the type of vehicle that people wanted to continue driving for a long time due to its reliability and durability, as well as being economical - factors that make Toyota a household name among Malaysians.
One of the biggest challenges faced by Corolla was having to further evolve to meet the changing expectations. This meant taking it from an entry-level model to something more premium yet still having value for money. This saw the introduction of the ninth-generation model with the concept of “New Century Value”, with Altis added to its name.
Toyota said it was to emphasise the step-up in quality, luxury and size. The move paid off immensely, further boosting the popularity of the Corolla in Malaysia and setting new standards.
The introduction of the Corolla Cross was also in response to the surge in popularity of sport utility vehicles, a first for the lineup with such a body style.
Technology is also a core element that’s not just in the product itself but part of the manufacturing processes.
One such instance was during the late 1970s, when the assembly plant installed an automated electro-deposition system in the paint shop to apply primer paint.
The fourth-generation Corolla was the first model to go through this system, which was said to have improved corrosion protection significantly and, thereby, extending quality and longterm durability.
Corolla engineers and designers at Toyota Motor Corporation have strove to incorporate cutting-edge features with each new generation, such as improving the interior cabin ergonomics and connectivity features.
They included the Toyota New Global Architecture in the 12th-generation model in 2019 for further performance optimisation and marketability, as well as Toyota Safety Sense, the carmaker’s proprietary suite of advanced safety and driver assistance features.
The Corolla is available in more than 150 countries and makes up about one out of every five Toyota cars manufactured.
“The success of the model is due to it being a new standard of automotive excellence in its class. It offers customers a dynamic and advanced sedan with luxurious styling,” said UMWT president Ravindran K.
“Each generation, right from the very first, has been a contributor in the brand transformation. From the first generation that began motorisation for the masses to the latest generation, the Corolla has always been in sync with the changes in society and the economy of Malaysia,” he added.
HYDROGEN GREEN
Toyota said it was now committed to achieving zero CO2 emissions and a net positive environmental impact towards the future.
The goal is to reduce CO2 emissions from new vehicles by 35 per cent or more by 2030.
The Corolla, too, will have a role to play. The 11th-generation model introduced in 2012 was considered to be the first to offer hybrid electric options, drawing from Toyota’s electrification technology roots since the launch of the Prius Hybrid 21 years ago.
“The Corolla is a car that is always ready to evolve to meet customers’ current needs. For this reason, it has been a long-term favourite of customers all over the world,” said Yasushi Ueda, chief engineer in charge of development of the 12th-generation Corolla.
Toyota has also hinted it may consider hydrogen-powered vehicles as a viable alternative to the current electrified options.
Toyota president Akio Toyoda, racing under the alias “Morizo”, drove Rookie Racing’s hydrogen-powered Corolla Sport in 24-hour endurance races.
Toyoda founded Rookie Racing as a “family-like professional team” to create “ever-better cars” with Toyota Gazoo Racing through motorsports.
The Rookie Racing Corolla Sport used hydrogen combustion to power its 1.6-litre inline three-cylinder engine. It completed 385laps at an average speed of 67kph in May.
Various improvements were then achieved from approximately 40 per cent quicker refuelling and 15 per cent increase in torque earlier this month.
This is different from the hydrogen fuel-cell-powered Mirai, which adopts a different technology that generates electricity from chemical reactions between hydrogen and oxygen.
The hydrogen-powered engine is an internal combustion technology that emits virtually zero CO2.
Toyota envisages that cars could potentially use this technology to offer more sustainable, carbon-neutral solutions in the future.