Toyota vs…
For the starts… I would like to extend “About” section a little. So it would be clearer what I have in mind creating this Blog.
Every car maker has a “flag ship”, top model, pride, achievement car… The leader of sales/performance in it’s class, favourite among car journalists etc. Let’s try to find this model among Toyota’s products and compare it with other brands.
I would choose Corolla to be in this role.
First, let’s check other example cars from the competition, to show my point better:
Ford has a Focus – since the beginning of this model, it was a leader in handling department. Design was very likeable. Recently RS version has been introduced, and was announced by press to be the best handling FWD car (unfortunately this version is very limited, it was sold out before official release day).
Nissan – forgotten for some time. Recently starting to keep up in sports department. There was 350Z version (now 370Z release), but what is the biggest success now: GTR version. Absolute dominator in it’s class, which established a new level of handling easiness vs the power it provides. And all that at a half price of competition (Porsche, Ferrari)…
Mazda - MX5. Legendary roadster, sales record maker of all times. Successful thanks to it’s simplicity and fun. There also is a RX model – currently the only car equipped with Vankel engine (only Mazda didn’t give up on this concept yet).
Honda – Civic – legendary compact, I think it’s a closest comparison to Corolla and Focus. Tuner’s favourite. Some engines (even from the 90′s) are still looked for to be a basis for tuning. Currently the Type R version has lot’s of fans around the world. And the new design is a big success. Besides Civic – there is great S2000.
Fiat – 500 – maybe not the biggest success. But a car which is unique, and has a “history”. Cooperation with Abarth is going great – Fiat is geting out from the last years crisis.
Through the ocean:
Chevrolet – Corvette… Dodge – Viper…
And finally Toyota:
Here I would place a Corolla – legendary reliability, 40-year history and… that’s it…
But… The reliability is not legendary any more (it ended about 2 models back)… Corolla for few years wasn’t a leader in reliability reports. It’s still high, but not a leader any more. (see Dekra Report 2009, and older). Besides the statistic, there were rumours that Toyota manipulated the data a little, using special Car Assistance program, that excluded cars broken on Autobahns from the statistics (unfortunately I can’t find the URL any more for confirmation).
History… Well 40 years of producing one model is great. We still have Ford Fiesta, and Honda Civic for comparison. But I want to focus on presence. The history is not so important, when every next generation becomes more “pale” among competition.
What’s left of Corolla’s legend then? Still reliable, but only like other reliable cars (not a leader any more). So this can’t be a main sale factor, it’s not used in promotion any more…
Other negatives:
- No competitive sport version. It doesn’t exist in hot hatch class – there were some 1.8 engine versions made with Yamaha (taken from Celica: Sports model with 180 HP – LOL), but nobody bought it. And the performance was worse than competition.
- No dominating factor – handling, suspension, design – all average…
- Recently Corolla got fatter, and made place for Auris. The pricing of Corolla is now over the segment average… for what? Brand? Standard? Its about 20% too expensive – and the results You can see on the streets.
- ???
Other models?
They are similar… You can distinguish antieco “iconic” Prius… but this one deserves separate post. You can look for niche models – Sport? Even Hyundai has a Coupe (Tiburon) sport car… Toyota? Had a Supra and Celica… Both gone…
Then: Toyota = the most average brand in the world… If You can choose from so many more characteristic brands, equally reliable, often cheaper, prettier brands and makes, WHY EVER CHOOSE TOYOTA? Maybe if somebody’s goal is to be recognized as an old fart… Then go ahead… Otherwise?
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