2013 NAIAS: Toyota Corolla Furia Concept
The Toyota Corolla typically has been known as an automotive appliance. Certainly the Corolla has rarely been a masculine nameplate since the word ‘corolla’ loosely translated means ‘flower petals.’ Even so, Toyota management emphasized at the NAIAS unveiling of the Corolla Furia concept, that over 38% of the 24 million cars the brand has sold since 1968 have been Corollas. Even though the car has sold in large volumes Toyota management admitted that the Corolla has an image problem. Probably happy to allow customer s to remain ignorant about the meaning of the compact’s name, it was obvious with the reveal of the Corolla Furia that Toyota designers and engineers are working hard to change the car’s image. The Furia concept is far more aggressive in appearance than any production Corolla but it was a non-functioning mock-up without a powertrain or interior. No matter, it is refreshing to see that Toyota is working to improve the Corolla’s staid image.
Photos by Jason Muxlow
