Toyota’s quest for quality was there from the very beginning, but it would take more than a thick skin to succeed in the American market, although Toyota’s execs would need plenty of that to survive its first difficult years. Toyota was proud of the fact that the Crown’s body was made of steel 50% thicker than American cars. In 1957 it showed its Toyopet Crown in the US, and in 1958, sales began on the West Coast. Toyota’s initial foray into the US market was decidedly not successful. Although the name changed once along the way, when it transitioned to front wheel drive, the Corona and Camry are effectively one continuous evolution fifty years of the same basic formula: reliable, economical, comfortable and trustworthy transportation. This Corona typifies all the qualities that Toyota came to be known for and made it successful. And that was just the beginning of Toyota’s huge impact on the American auto industry, which went through repeated convulsions thanks to this slightly goofy looking little car and its successors. Within just thee years if its introduction in 1965, this Corona vaulted Toyota from obscurity to the number three import brand. It was the vehicle with which Toyota created a successful foothold in the US market, the world’s richest by far, and long the source of an outsize share of Toyota’s profits. (first posted ) How Toyota came to revolutionize the automobile industry and become the world’s largest and most profitable automaker is a very big story, but arguably the most important single chapter is this Corona. Yellow Corona shot and posted at the Cohort by Foden Alpha
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