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It's the Toyota Payoff Line and Also What the Brand Lives

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It's the Toyota Payoff Line and Also What the Brand Lives THE MARKET than ever before. When designing this Corolla, sales, Toyota has been the market leader for 27 Lead the Way: It’s the Toyota payoff line and also Chief Engineer Soichiro Okudaira says Toyota years, with record 2006 sales of 150,000 units, what the brand lives up to with its eighteen product needed to create a car that continued to offer the with the Corolla being the most popular vehicle, offerings at the right price, the right quality and at DNA of Corolla, but to incorporate something making record sales every month. the right time. With a turnover in its last financial new. This Corolla closes the gap between its C- Toyota is currently the market leader in year of R30 billion, millions of people around the segment class and the higher D-segment, creating passenger and commercial vehicle sales, with world also see Toyota leading the way. a new class in its category across the board. Corolla the top selling passenger vehicle and Among its wide and popular range of It is based on the “five metre” design Yaris the top imported passenger vehicle. passenger and commercial vehicles, the Toyota philosophy: Within the first five metres and five Hilux is the top commercial vehicle, and trump card is the Corolla, which enjoys the status minutes that you see it, touch it, feel it and drive was the market leader in 2006 with 2,361 of being the best selling car worldwide. it, you can identify the difference in quality and sales. Quantum is the top imported commercial The Toyota Corolla is currently produced in 16 comfort. vehicle, and Dyna is the top medium commercial Countries across five continents and sold in 140 vehicle. markets around the globe. 2007 saw the arrival ACHIEVEMENTS Toyota was the leading exporter in January of the 10th generation Corolla, with improved In a 2004 world first, Toyota introduced the Prius 2006, with 2,948 vehicles shipped in one month. driving dynamics, sleek and youthful styling, and Hybrid, currently the only hybrid vehicle in added comfort, luxury and refinement. South Africa. Results have so far been more than Other awards received in 2006 include: Since its launch, the Corolla has sold around impressive. The Toyota Prius has achieved: • PMR Diamond Arrow Award and a Bronze 32 million units, testament not only to its • North American Car of the Year award Award driveability and comfort, but to the trust people • Best engineered vehicle in 2004 • The eThekweni Mayoral Award for Excellence have in the brand. • 2004 European Car of the Year award in Big Business The Corolla is the epitome of the Kaizen • Gold award for design excellence • Gold Award in the SA Vehicle Rental philosophy, which is about striving for continuous and Leasing Associations 2006 Award improvement. The first generation Corolla was In 2005, Toyota manufactured a national (SAVRALA) introduced in 1966 and was seen as “a car for record 125,312 vehicles and exported a record • Six Initial Quality model awards in the J D everyone”. The second generation arrived in 1970 20,661 vehicles to Europe for the first time. Power and Associates 2006 South African with even greater functionality and enhanced Toyota once again was judged the Best Brand Initial Quality Study performance for a market that now demanded among car companies in South Africa and the • Focus on Excellence Awards: Best Light high speed. only car brand among the Top 10 Brands in the Commercial Vehicle 1974 brought generation three, which emerged country, placing seventh. • Focus on Excellence Awards: Best Medium as a world class vehicle and the ultimate family Mail and Guardian awarded Toyota its Commercial Vehicle car. It was also the first Corolla to be introduced Greening the Future Award and it was voted • Focus on Excellence Awards: Environmental and sold in SA. The fourth generation was the best brand among fleet owners in a survey Excellence introduced in 1979 which focused more on the by Autonews. Toyota was the only manufacturer • Nine Synovate Gold Awards for Vehicle beauty of the vehicle and enhanced aerodynamics to receive a Platinum Award for product quality Quality of the car. in the Synovate survey, collecting 11 gold and The fifth generation saw the first front wheel three silver awards in total. It was also the only Toyota’s Corolla range was the top seller for drive Corolla with enhanced interior space, and manufacturer to scoop gold awards in all four the launch month September 2007 - the first 1987’s sixth generation was the Corolla beyond categories of Synovate’s Customer Satisfaction full sales month of the new Corolla sedan and all others with high level performance and style. awards. Auris hatch models. Sales of the Corolla range Generation seven arrived in 1993 with more Toyota then went on to win the KwaZulu- totalled 3,242 units as reported by NAAMSA impressive value for the passionate driver. Natal Umyezane Award for Black Economic and contributed to 21.6 percent share of the total The 2002 eighth generation Corolla provided Empowerment in the Youth and Skills market for Toyota for the month. economically efficient family cars and a greater Development Category. Later, all Toyota dealers focus on the environment and safety. Generation visited Toyota in Japan as a reward for being 2007 saw Toyota receive the following nine was launched aiming to achieve global market leaders in South Africa for 25 consecutive accolades at the Sunday Times best Brands standards and a new creation of value. years. awards: 2007 brought generation 10, more refined 2006 was another winning year. In terms of • Fifth favourite brand in South Africa • First place car brand in the consumer market • Second place car brand in the business- to-business market Toyota Corolla has a special place in the history of Toyota motor sport, with Toyota’s first World Championship win at 1973’s Press-On-Regardless Rally in the USA. It has been the vehicle of choice for Toyota’s motor sport activities in South Africa, with huge success in rallying and circuit racing. HISTORY Sakichi Toyoda’s dream was to be an inventor. He sold his carpentry business to raise Multi-purpose vehicles (MPV’s) & Sports Utility radio and online advertising and is a brand with capital to explore his dream, but sadly never saw Vehicles (SUV’s) an exceptionally high recognition factor in South it materialise. His son Kiichiro Toyoda took on the • Avanza Africa. task of turning his father’s dream into a reality and • Corolla Verso produced Japan’s first automobile, the A1. • Fortuner BRAND VALUES Founded in 1937, Toyota’s history in Japan • Prado Quality, reliability and durability form the core of spans 70 years. It became a global company • Land Cruiser 70, every Toyota product. As an organisation, Toyota in 1957, building its reputation on quality, • Land Cruiser 100 promotes: durability, reliability, low running costs and high • Open, honest communication resale values. Pick-ups • Customer satisfaction Toyota was introduced to the South African • Hilux (Single cab and Double cab) • Social responsiveness market by Dr. Albert Wessels, who visited Japan • Land Cruiser 70 • Quality in everything it does in 1960 and returned with ten rugged “bakkies”. • Respect for people and property In 1962 Toyota enjoyed a three percent market Minibuses include the Hi-Ace and the • Recognition and reward for effort share, selling 344 units. In just two years, that Quantum. The product range also includes a • Teamwork jumped to a 12.9 percent, with 4,507 units sold. truck division, Hino Trucks and Toyota Dyna. • Fair and equal opportunities Toyota SA was owned and managed by the In 2002, Toyota SA Trucks was awarded Hino Wessels family until 2002, when Toyota Motor Motors’ prestigious Hino Quality Service (HQS) Corporation in Japan bought a 75 percent share Award. THINGS YOU DIDN’T KNOW ABOUT in Toyota South Africa. TOYOTA A plant was built in Japan 1966 for the sole RECENT DEVELOPMENTS production of the Corolla. The Takaoka Plant Toyota SA has launched six new models in the past ¶ Corolla is Latin for “crown of flowers” remains the main Corolla production factory, two years: Yaris, Fortuner, Avensis, Avanza, Auris producing over 600,000 cars per annum. and Corolla, of which 80 percent have the Euro ¶ In 1983 the Corolla broke all existing A month after the first Corolla was launched NCAP5 Star safety rating and most comply with records in South Africa for endurance and in November 1966, 15 were exported to Australia. Euro 4 efficiency and emission standards. distance for standard cars One year later, exports totalled 15,425 units. Worldwide sales for the Prius have doubled In 1968 the Corolla went on sale in the USA from 2006, with cumulative sales at over ¶ Lexus was introduced as the premium and was introduced to South Africa in 1975. It one million. brand in the Toyota range, and stands for captured the imagination of local buyers with Luxury Export into the US market its unique combination of performance and PROMOTIONS space efficiency. In 1982 Corolla became South Family Picnics were held to celebrate the arrival ¶ The 1964 Olympic Games in Tokyo Africa’s top selling car, and has continued to hold of the 10th Generation Corolla in Cape Town, saw Japan making a huge investment a special place in the hearts of local drivers. Durban and Johannesburg. Toyota dealers were in infrastructure including roads and allowed to bring their customers and the public highways. As a result, car travel became THE PRODUCT was also invited to join in the celebrations, with more accessible and Toyota grasped the Toyota’s product range comprises: adverts running on radio.
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