For as long as we can remember the Corolla has been forgettable. Of course, that abstract truth hasn’t stopped Toyota from selling millions of them over the model’s long life. Still, we’d argue it’s more a testament to their ability to build a reliable car at a low price and take care of their customers better than just about anyone than some burning desire American’s have to make 60 monthly payments on a new beige Corolla. However, for 2014 Toyota is looking to inject a bit of desire into the Corolla lineup with trims like the sporty S we recently had in the AT Garage. Did we like what we found? You’ll have to find the play button to find out.
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. Read more…
