The genesis of the Toyota Corolla and its links to our present time

Despite its recent update that makes it look more modern than ever, the Toyota Corolla remains a veteran model that already accumulates six decades of existence in just three years. Looking back, we can see what the launch of the Toyota Corolla was like at that time, as well as the similarities with the Japanese manufacturer's current strategy.

The year is 1966, in Japan, during a period of economic prosperity that historians have called the “Japanese economic miracle”. The country, which had been defeated after the Second World War, adopted a new industrial model based on a technological impulse , which allowed it to rise from its ashes. Companies like Toyota have thrived on this paradigm.

The first Toyota Corolla came out two years after Tokyo hosted the 1964 Olympics, and it demonstrated something exceptional that is rare these days: an Olympic event can be a growth engine without leaving the city in ruins , with infrastructure abandoned, once the event is over.

The first Toyota Corolla E10 was introduced through a dealer network called the Toyota Corolla Store , which bore the same name as the model. However, these establishments were not created recently. An iconic feature of the Corolla is that, until this day, this store network was known as Toyota Publica .

The Publica was not just "an ordinary model". Launched in 1955, it was the successful fruit of the Japanese program to create a national car, hence its name "public car". With two doors, two cylinders and a consumption of only 3.3 l/100 km, it paved the way for production and public transport on a national scale. This gasoline was transmitted to the Toyota Starlet (precursor of the Toyota Yaris) and the Toyota Corolla.

This is how the Toyota Corolla influenced the mobility of that time

As for the Corolla, it adopted some of the trends seen in other parts of the world, while maintaining a conventional design. Rather than adopting new lines, it channeled its performance improvements into elegance , which was primarily a response to the needs of Japanese families at the time, who were thriving with the economy.

The changes made as the Publica evolved not only achieved national success, but in just twelve years, the Toyota Corolla became the best-selling car in the world .

Researcher Kushagra Shrivastava seems to have figured out the reason for this pattern's rapid rise . In her in-depth analysis on the LinkedIn social network , she explains that, at first glance, the Corolla did not seem to have a commercial strategy or distinguishing characteristics... in appearance at least.

“Many automotive journalists at the time said the car lacked the differentiating X-factor that makes the owner feel special (…). But I disagree, in my opinion, its reliability  and durability are what made this Toyota special  .

It is possible that the reliability did not generate enthusiasm among the journalists of the time and was not easily identifiable as an emotionally convincing argument in the advertisements of the time. Nonetheless, integrity and credentials, particularly in the mechanical realm, are factors that continue to have an impact today. They are important for drivers and explain many trends observed in the automotive market.

Features of the first Toyota Corolla

What were the changes introduced by the original Toyota Corolla? From 1966, the first Corolla brought a set of technical and comfort innovations that set it apart from its immediate competitors. First, it introduced a four-speed manual transmission to the market, taking inspiration from sports cars of the time.

Additionally, the shifter was floor-mounted , which was also a novelty in the Japanese automotive scene at the time. While it might not get much attention these days, both of these advancements were a definite risk for Toyota.

In terms of power, the Corolla E10 positioned itself above its competitors with a 1.1-liter engine. Toyota aimed for 1,077 cubic centimeters to outperform other competitors in general, and in particular the Datsun 1000, which was also launched in 1966.

Another strong point of the Corolla was its more spacious interior compared to the Publica, which appealed to the family audience of the 60s that we have already mentioned. Compared to its predecessor, the Corolla gained in height and length, reaching a height of 2,285 mm. The comfort of the second row of seats has become one of the strengths of this first Corolla.

Simplicity and functionality were sought in the interior design, in particular with a dashboard featuring a reduced control console and an instrument panel. The two dials are inevitably reminiscent of those of the current Toyota Yaris model , but in a smaller and spaced-out version, with a similar aesthetic intention.

It was available in three versions: sedan, coupé and station wagon , the first being a four-door and the next a two-door. This formula was an immediate success, which quickly led to the expansion and diversification of the Corolla family. Two years later, in 1968, a little brother was born, at least in terms of age. Styling-wise, it was bolder and sportier . This is the legendary Sprinter sub-variant of the Toyota Corolla , which has created its own fame.

There are parts of Toyota history that repeat themselves

The history of the Toyota Corolla is not exactly brief. From its birth to the model we know today, it has up to  twelve generations .

The latest model update was warmly received due to a series of qualitative changes. In fact, Toyota has put a lot of effort into improving the personality of its vehicle and tweaking some details of its engine and transmission. The 140H and 200H variants, with their 1.8-litre , 140 CV DIN or 2.0-litre , 196 CV DIN engines , not only increased in power, but also became more agile, smoother and quieter . In addition, the battery has been improved: it is now lithium-ion and the weight of the pack has been reduced by 18 kilograms.

This approach fits perfectly with the manufacturer's decades-long work of listening to drivers and prioritizing the functionality and reliability of their flagship vehicles.

The first Corolla E10 introduced features that are still appreciated today. For example, in terms of comfort, it was the first Japanese car to adopt MacPherson strut front suspension in 1966.

This was intended to provide a more spacious and comfortable cabin to meet the needs of families. Details such as the two-stroke wiper and head restraints have been perfected, although they might seem obvious these days, they were innovative back then.

Regarding safety, this model has also been improved in a similar way to today's ADAS driver assistance. Although it started with drum brakes, this same generation was soon fitted with disc brakes , along with seat belts and shock-absorbing technology in the steering.

The release of the Toyota Corolla in 1966 is reminiscent of other bold launches that had a major impact on the market and even set trends. The introduction of the first Toyota CH-R marked a significant shift in the crossover category, offering a distinctive design, hybrid-electric powertrain and bridging the gap between family cars and traditional compacts. The next generation of this model is imminent.

The Corolla E10 followed a similar trajectory, also garnering excitement from drivers and starting a trend of higher performance models .

Overall, it can be said that many Toyota initiatives go in this direction, that of innovation while prioritizing the needs of drivers rather than the reverse. The Toyota Corolla saga is another emblematic example of this strategy.