Is This the Most Beloved Toyota Corona? I Think So.
Is This the Most Beloved Toyota Corona? I Think So. The Toyota Corona history can be divided into three: Tentative Beginnings, Glory Years, and the Confusing Variations. But I am sure the one that put Toyota among the best-selling cars from Japan around the world belongs in the middle – the most recognizable “Third Generation” version.
Tentative Beginnings (1957-60)
The Toyota Corona goes back to 1957 as Toyota is working on its earliest post-War models. These are the T10 Toyopet Corona sedan, and Toyopet Coronaline van made primarily for domestic use. Like other Japanese car makers, Toyota have their eyes set on the international market. Its Toyopet Crown is made with the US market in mind. But it was not powerful enough for America’s highways.
After introspection, and experimentation, the Second Generation T20/30 were produced in in 1960. Early that year, this model was exported to the US as a size down from the Crown. Called the “Tiara,” it was marketed as a lady’s car. You can see the design, and size elements of the latter Corona in the Tiara.
Second Generation (1960-64)
The Second-Generation T20/T30 Corona, or “Tiara” has a more American look, a lighter body, and engine from the Crown which gives it peppier feel. It earns a more positive reaction from the American public. Immediately, Toyota starts working to improve on the Tiara, and by 1961, add a 1.9 Liter engine – up from the earlier 1.5. So, while the Crown struggles, the Tiara find better success in the United States. But it was still not on the scale Toyota needs even after taking the domestic Corona name over to the US.
Meanwhile, the Tiara earns more success in Australia, where an assembly plant is set up in 1963. Slowly, yet surely, Corona /Tiara was making Toyota a household name outside Japan. This design remains intact until 1964, when Toyota eventually finds the elusive sweet spot in the United States.
Third Generation (1964-70)
Having notice interest, but wanting higher sales in the US, Toyota does some serious research into Tiara (now Corona) and revamps its design. In 1964 it launches the boldest design till date. Looking at it, and you know why the world fell in love with this Third Generation Corona. This is my favorite, and probably the most striking of all Coronas, and the image one attributes with it.
Japan takes advantage of the 1964 Olympics limelight to showcase its technological advances and the Third Generation Corona reflects its new era in automobile design. Previously a small car earlier, under the Crown, this Corona is upped to a mid-size (by Japanese standards) car, as preparations are in progress for a new small Toyota. That new small Toyota is meant to compete in the small car market.
Major Changes in the Corona
The major changes in the latest Corona makes it longer, and wider, with a lower stance giving it more stability at higher speeds. The 1.9 Liter engine is replaced by a new 1.6 Liter one. This new engine gives it increased power output, appealing to the American market, while increasing fuel efficiency. It’s clean, well-organized layout oozes Japanese simplicity.Topping everything, is the radical outward appearance with its signature double headlights and backward slanting fascia lending it a streamlined image over its predecessor. All round good looks, improved spacious, comfortable interior made the Corona a winner. Suddenly the Corona is selling big time everywhere. The Third Generation Corona prompted further assembly plants in New Zealand, Philippines, South Korea, and South Africa.
More Variations and Technical Improvements
The Third Generation Corona offered disc brake technology, Toyota’s “Toyoglide” automatic transmission. These developments coincide with Toyota’s other major changes in developing new commercial vehicles. More technical details for the Toyota Corona are available on the link below this post.
The Toyota Corona is available as sedan, two door coupe, station wagon, and 5-door versions. So cool was this design that very few changes were done to it until the September 1968.
Toyota Corona Mark II
In the Fall of 1968, Toyota develops an updated Corona – the Corona Mark II. The Corona Mark II is streamlined, slightly larger, and infused with some upgrades. Toyota, simultaneously, also continues making the much loved Third Generation Corona until early 1970.
Though Toyota has managed to crack into the US market, it needs to maintain their domination there over its competitors. They are doing well with their Crown, and the new small car Corolla. But other Japanese companies are coming out with their own designs and Toyota starts adjusting their offerings accordingly.
Due to these changes, the Corona styling evolves away from the iconic look. While they’re still good, by 1972 there are so many variations of it, along with a Europe targeted Carina, everything gets confusing. The Corona seems to “bow into the background. “
Corona’s Last Hurrah
And so, the Corona has done its job of putting Toyota on top. Toyota is now using it more as a segue to other new models they envisage in the horizon. There are still some interesting Coronas but, while technically advanced, they lack the original charisma if you will – except this one that came out in 1973.
Incidentally, I too fell in love with Toyota when my dad bought the iconic 1969 Corona. We already had a Datsun until then, and I had no love for Toyotas, but the Corona changed all that. It was robust, spacious (for us), comfortable, and the engine was so easy to work on. That Corona, we had for a few years back in the 70s remains my favorite. In fact, the Third Gen. Corona is instantly recognizable in any old movie or TV show – such was its presence, and popularity.
The mantle passed to the Cressida, and Camry. And the rest, as they say, is history.
YouTube/Absolute Classic Cars
Last Three Posts under “Auto”
The Rover P4: Sedate and Fascinating
How Did VW Make a Car So Unique?
Enduring Love for This Boomer Inspired Car
