USA TODAY International Edition
Toyota bulks up 2014 Corolla
New model has dramatic new look
SAN DIEGO As Twitter matures, social- media mavens have turned to newer, hipper sites such as Vine. When croissants and doughnuts become too common, along comes the “cronut.”
All that’s old can be made new again, and that’s exactly what Toyota is trying to make happen for its dependable but dull Corolla. For the 2014 Corolla redesign, Toyota focused the bulk of its efforts on producing a car that looks dramatically better, while leaving most of the underpinnings alone.
In drives around this city for a Toyota launch event, the new Corolla — better looking on the outside with an upgraded interior to match — showed itself to be as competent, if not exciting, as ever. The precision of the steering is improved and there’s a new gas- saving continuously variable transmission, or CVT, to replace the outdated four- speed automatic.
But it still feels like a Corolla — the car that will get you there, though not necessarily inspire.
And why should it? Corolla, along with its crossover version Matrix, was the nation’s 10th- best- selling vehicle in July even as an outgoing 2013 model. It’s a perennial bestseller be- cause of its reputation for dependability, Toyota officials say. Nearly four of 10 Toyotas sold in the U. S. since 1968 have been Corollas, nearly 10 million in all. And of those, 4.5 million are still being driven.
Corolla is “a car that truly fits the needs of people,” says Shinichi Yasui, the chief engineer for the new one. “But it lacked the excitement that ( customers) desire.”
To make the new one more exciting, the car is half an inch lower and was lengthened by a couple of inches on a wheelbase that’s 4 inches longer. The front end gets the biggest styling change, with a large lower grille and more of a scowl from the headlights, which are now energy- efficient LEDs.
In the past, looks might not have mattered. Now, Corolla faces a slew of compact cars that have gotten a more upscale look and feel, including Hyundai Elantra, Ford Focus, Mazda3 and Chevrolet Cruze. Toyota says the segment is no longer viewed as just basic transportation. The actual price that people have paid for compact cars has risen $ 1,000 in recent years, Toyota officials say, as customers order more amenities.
In particular, the goal for the 11th generation was to find a way to lure shoppers who seem most put off by the current Corolla — young men. Younger buyers described the current Corolla as “bulletproof,” but that “it just doesn’t excite me,” says Doug Coleman, national brand manager for small cars in the U. S.
In private clinics with these potential customers, the new looks scored beyond expectations. “Literally out of their mouth was ‘ I can’t believe this is a Corolla,’ ” says Mary Legallet, the small- car product manager. The new look is a result of being able to “focus on the emotional side of the equation,” since Corolla had pretty much licked the practical side.
Carrying the upscale looks theme into the inside of the car, the dash has a 6- inch touch- screen and an infotainment system that comes billed as having better voice recognition.
Driving around San Diego, it was immediately apparent that the new 2014 Corolla has crisper steering than the outgoing model, which makes it feel more sporty. The CVT is smooth overall and has been designed to feel like a traditional automatic. But with the same 1.8- liter engine carried over, the car still feels pretty much like the outgoing Corolla.
The peppiest of the three trim levels is the one you might expect to be the tamest, the LE Eco. It puts out 140 horsepower, compared with 132 for the base L level or S sport level, because of new valve tech, called Valvematic. The LE Eco is rated at 30 miles per gallon in the city, 42 mpg on the highway, 35 combined. That compares with a 31 mpg combined rating for the base L or S sport grades with the six- speed manual transmission and 32 mpg for the upscale LE grade.
The Eco grade is priced at $ 18,700 plus $ 810 in delivery charges, the same as the fanciest LE grade. The base L, with a six- speed manual transmission, starts at $ 16,800, up $ 570 from the outgoing model.