Image: Toyota Motor Corp
The Toyota Corolla has a storied past. Introduced 55 years ago (1966) in Japan, it took about a decade to gain the crown of best-selling car globally. By 1997, the Corolla took another crown as the best-selling nameplate in the world, beating the Beetle. Incidentally, ‘corolla’ is Latin for ‘small corona / crown’; both of the latter names are also used for Toyota models.
Image: Toyota Motor Corp
From the start, Toyota had expected the Corolla to be a global model, not only to be exported from Japan but also for assembly in many countries, especially developing ones like a young Malaysia. So in 1965, when the government of Malaysia invited car manufacturers to assemble their products in the country, Toyota was among the first to respond. It had the ideal model for the purpose which was the then new Corolla. For the local assembly of the Corolla, Toyota approached Champion Motors which had set up a huge assembly plant in Shah Alam, Selangor. Owned by the Inchcape Group then, the Champion Motors plant, which would later be renamed as Assembly Services Sdn Bhd (ASSB), assembled a number of other brands under contract as well.
The aim for local assembly was to industrialise the country and spur economic growth. The government had identified the auto industry as one element, following the footsteps of the industrialised nations. Through the auto industry, ancillary industries downstream would start to develop, creating more jobs.
In its early years, ASSB had the highest output in the country. With the positive response to the Corolla when it was introduced in 1968, the model began to account for an ever increasing percentage of vehicles coming out from ASSB. Other Toyota models were added later on and the popularity of Toyota among Malaysians made it the No. 1 brand by the 1970s, with the Corolla as the bestseller in the country. To-date, some 300,000 units of the Corolla have been sold in Malaysia, a part of the 50 million sold worldwide. Although most generations of the Corolla were assembled in Malaysia, the model had been imported CBU from Thailand from 2008.
Different variants have been offered to give customers more choices. The sedan was naturally the most popular, but there was also a stationwagon body for the small businesses for good deliveries (before the days of fancy pick-up trucks). Additionally, the Corolla Liftback offered a sporty and versatile option with its performance highlighted in local rallies.
The Corolla was aimed at a broad spectrum of users but more importantly, it was priced affordably. It became the type of automobile that people wanted to continue driving for a long time. It was proven to be reliable, durable as well as economical – factors which helped to make Toyota a household name among Malaysians. As expectations of Malaysian customer grew, so too did the Corolla, evolving to meet those expectations. Even though it was originally an entry-level model, it was expected to have higher quality with a more premium feel, more advanced technology and, of course, be good value for money.
For the 9th generation Corolla, it came with the concept of “New Century Value” with ‘Altis’ being added to its name to emphasise the step up in quality, luxury and size. This all-new model boosted the popularity of the Corolla in Malaysia as it set new standards. Annual sales of subsequent generations rose even more. In the years between 2010 and 2020, the Corolla accounted for 6% of total sales of Toyota vehicles in the country with the 10th generation (sold between 2006 and 2013) becoming the bestselling generation to-date in Malaysia with about 40,000 cars sold.
“The success of the model was due to it being a new standard of automotive excellence in this class of cars, offering customers a dynamic and advanced sedan with luxurious styling. There were also higher levels of safety and the model was friendlier to the environment,” said Ravindran K., President of UMW Toyota Motor.
“Each generation, right from the very first, has been a contributor in the brand transformation. From the first generation which began the motorization for the masses to the latest generation which was the basis of the transformation, the Corolla has always been in sync with the changes in society and the economy of Malaysia,” he added.
While each new generation saw many new customers joining the Toyota family, there were also many who were not just loyal Toyota customers but specifically loyal to the Corolla. About 63% of owners traded in their old model (or upgraded) for a new one when it was launched. This, according to UMWT is a testament of the customers’ confidence in value, reliability and durability. Furthermore, almost a third of Corolla owners also bought one as an additional car for the household. If they did not sell it off, it would remain in the family for a long period, passed down to children as a reliable and economical mode of transport.
The Corolla also created a ‘cult’ of its own with the younger generation buying the older models, especially the 4th generation (KE70). That the cars were still in good conditions after decades is further testimony to the durability that engineers built into the cars and the high quality of local assembly.
The transfer of technology by Toyota for local assembly included knowledge in manufacturing processes. For example, in the late 1970s, the assembly plant installed an automated electro-deposition (ED) system in the paintshop to apply primer paint. The 4th generation Corolla was the first model to go through this system which improved corrosion protection significantly, thereby extending quality and long-term durability.
Every generation of the Corolla has brought with it new technologies in various areas, whether it’s in improving performance, fuel efficiency, safety or comfort. In some models, the technology is pioneering in its class, if not in the Malaysian market. In more recent times, besides the TNGA (Toyota New Global Architecture), the Corolla has also come with more advanced safety features and better connectivity.
But even the best engineered product would not sell well without good aftersales services. In this respect, owners of the Corolla (as well as other Toyota models) in Malaysia have enjoyed top-rate aftersales support from UMWT. In fact, Toyota’s aftersales services have been among the best in Malaysia since the 1980s when the company was the first to set up a division dedicated to customer care and manage customer relations.
In the 55 years that the Corolla has been around, its continued popularity has proved the basic philosophy behind the models is valid. However, the original design has evolved over the generations to meet changing tastes and lifestyles of Malaysian customers.
One example is the introduction of the Corolla Cross last year, in response to the surge in popularity of SUVs. This is the first time such a body style has been offered for the all-time bestselling car model in the world. The introduction of the Corolla Cross in the Malaysian market has also enabled UMW Toyota Motor to provide enhanced safety features which customers expect.
“The Corolla is a global, high quality vehicle that transcends class, as it has always been. In more than 50 years and over 12 generations, it has brought joy of ownership to tens of thousands of customers throughout Malaysia,” said Akio Takeyama, Deputy Chairman of UMW Toyota Motor.
Keyword: The Toyota Corolla Is 50 Million Strong And Still Going
