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Almost discontinued, the Toyota Corolla was reborn as the world's best-selling sedan thanks to a visionary engineer. Discover how Takeshi Yoshida turned the tide and made the Corolla an icon of automotive durability.
In a world of constant automotive evolution, where SUVs and minivans dominate preferences, Few could have imagined that Toyota's most iconic midsize sedan, the Corolla, has all but disappeared.
The turn of the millennium brought with it a major financial crisis in Japan and in Asia, putting Toyota's traditional model in check and almost pushing it out of production.
However, The decision that saved the Corolla came from the passion and determination of a single engineer: Takeshi Yoshida.
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HEALTH – FREE MARKET
He believed that the Corolla name still had value and the car could evolve, as long as the company dared to invest and restructure the model.
The impact of the crisis and the beginning of change
The late 1990s brought a scenario of uncertainty to the Japanese automotive market.
The economic crisis generated by the bursting of the speculative bubble hit several companies, and Toyota was no exception.
Additionally, we bring Consumers began to show more interest in SUVs and minivans, leaving mid-size sedans, such as the Corolla, aside.
With sales falling, Toyota considered ending production of the Corolla after the eighth generation, even thinking about abandoning the name that had become globally consolidated.
According to Yoshida himself, who reports these events on the automaker's website, there was even the possibility of renaming the car.
However, he refused to accept this idea and moved to convince Toyota executives that the Corolla still had a promising future.
A new generation with challenges and innovation
Convinced by Yoshida's vision, Toyota executives assigned him the task of developing the ninth generation Corolla.
The project, however, was not without its obstacles. With a tight budget, Yoshida and his team had to take creative approaches to make the model viable.
It was then that he introduced a significant change in the way the automaker works: unified the design, powertrain and ergonomics teams, promoting a more direct and collaborative communication flow.
This integration allowed ideas to be shared and development to be more efficient, even in the face of financial limitations.
The creation of the best-selling Corolla of all time
The result of this hard work was a Corolla that exceeded market expectations.
Popularly named “Brad Pitt” in Brazil, due to the advertising campaign starring the actor, the sedan won over consumers around the world.
This generation brought several improvements, including a 14 cm increase in the wheelbase and the use of a simplified version of the Japanese Camry platform.
To reduce costs, the independent rear suspension was replaced by a torsion beam.
However, Build quality remained exceptional, with assembly standards that rival many current vehicles.
Another highlight was the Optitron lighting technology on the dashboard, which turned off completely when the car was turned off, and the new ZZ engine, made with an aluminum block and VVT-i variable valve timing.
In the USA, Europe and Japan, the Corolla also gained sports versions, with up to 190 hp, which delighted enthusiasts and even ended up equipping the Lotus Elise.
Success in Brazil and the station wagon version
In Brazil, the new generation of the Corolla quickly took the lead among mid-size sedans, dethroning traditional Chevrolet models.
Its modern and sophisticated look, reminiscent of luxury vehicles, and the campaign starring Brad Pitt, helped the model become a sales success.
In addition to the sedan version, Toyota launched the Fielder, a station wagon that combined the long front end of the Brazilian model with the family body of the Japanese version, a strategic decision that gave life to the station wagon segment in the country.
Longevity and legacy
Until today, This generation of Corolla is widely appreciated in the used market, with examples that easily exceed 200 thousand kilometers driven, some even surpassing the 400 thousand km mark.
Its durability, combined with its excellent finish and mechanical reliability, makes it the Corolla is considered a real “lottery” for anyone who finds a well-preserved one.
Yoshida's choice to continue the Corolla's legacy could not have been more accurate.
The ninth generation of the model is still the best-selling in history, consolidating the reputation of the sedan that almost had its end decreed before even being reborn with full force.
Because the Toyota Is the Corolla unbeatable among mid-size sedans?
Takeshi Yoshida's determination not only saved the Corolla, but also transformed the model into an icon that persists to this day.
Could a new competitor threaten the Corolla's dominance, or will it remain the king of midsize sedans for a few more generations?
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