One of the year’s most expected launches, the new Corolla, is now on sale.
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Between 2003 and 2006 it led the profitable, medium-compact sedan sub-segment. But, last year, the Civic outran it by more than 40%, even if the new leader’s output was below demand.
Toyota (like Volkswagen) built its first plant outside Japan here [to build the rugged Land Cruiser]. In 2008 the company marks 50 years here but it only truly catered to the market from 1998 by producing the Corolla locally.
The third generation built in Brazil has the specific assignment of resuming the lead and has remained untouched in engine and wheelbase only.
Renewed body work is 5.5cm wider, boot volume has increased from 437 to 470 litres and the rear floor is almost flat (as in the Civic).
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By GlobalDataIt is difficult to forecast if the Corolla will ever outpace the Honda. In order to boost available volume by 50%, Toyota will cut exports.
Toyota is expected to announce next October a new plant location for a compact to be lower-priced than the Yaris and aimed at emerging markets. If all goes well, the new car would be marketed in early 2011.
Toyota’s target is now 15% of total sales here (from 3.5% now) but it cautiously has not set any deadline to achieve this.
Fernando Calmon
