• 1935-1945
• 1946-1955
• 1956-1960
• 1961-1965
• 1966-1970

• 1971-1975
• 1976-1980
• 1981-1985
• 1986-1990
• 1991-1995

• 1996-2000
• 2001-2005
• 2006-2011

1986-1990

Establishing a Luxury Brand Image with Globally Minded Development of the Celsior

In the latter half of the 1980s, the entire country of Japan bubbled with unprecedented growth, effectively expanding the domestic automobile market (excluding mini-vehicles) to just shy of six million units.

Automakers rode the tailwinds of the period to break annual sales records year after year.

In 1986, Toyota set a target to reach two million units in domestic sales by 1990, but reached it sooner, in 1988, when it topped 2.12 million units.

Toyota further strengthened its image in this period by introducing a new Toyota logo to symbolize the pioneering nature and reliability of the Toyota brand.

To reach the top of the luxury car market, which grew amidst the height of Japan's bubble economy, Toyota unveiled the Celsior. In newspaper advertisements announcing the model's arrival and coordinated with other advertisements announcing the launch of its new logo, Toyota strongly emphasized that the Celsior was a new creation by Toyota and a test of its limits as an automaker.

Celsior

Meanwhile, at the 1989 Tokyo Motor Show, the first to be held at the Makuhari Messe International Convention Complex in Chiba Prefecture, Toyota presented in material form its vision of vehicles in the 1990s, as well as new directions in auto manufacturing. It also rolled out world-premier technologies, including the second generation Carina ED dual-mode 4WS model, and in doing so captured the hearts of customers with a penchant for luxury.

In 1990, Toyota actively responded to changes in consumer needs by, for instance, launching the Estima and Sera models as symbols of Toyota's innovation and ambition, and setting a new trend in vehicle showrooms with the opening of Amlux Tokyo.

Estima

From 1990 to 1991, Toyota implemented a series of company advertisements based on an environmental theme-rare in Japan at that time. The Dr. Dolittle series highlighted the serious position Toyota took on environmental issues.

A company ad from the "Dr. Dolittle" series

Year	Month	Events
1986	January	Soarer completely redesigned and loaded with new technologies
	February	Toyota 3000GT Supra debut campaign commenced
	August	Camry and Vista redesigned with 'High-mecha' engines
	October	Advertisements of in-store event commemorating 50 years of Toyota passenger cars rolled out
1987	January	Company advertisements rolled out to celebrate Toyota's 50th anniversary
	May	Corolla and Sprinter upgraded for a new era in automaking
	May	Third-generation in the high-mecha engine series announced
1988	May	Carina completely redesigned; 'Carina, the Joy of Living' campaign held
	August	Cresta completely redesigned; 'For me, it can only be Cresta' campaign held
	August	Chaser completely redesigned; 'Who?' campaign held
	August	Mark II completely redesigned; 'The Feeling of a Classic' campaign held
1989	September	Carina ED completely redesigned; 'The new ED is incredible, they say' campaign held
	October	New Toyota logo and new Lexus logo launched
	October	Celsior debuts; 'Everything changes from here' campaign held
	October	First Tokyo Motor Show to be held at Makuhari Messe
1990	March	Sera debuts; 'Soaring Sera' campaign held
	May	Estima debuts; 'Think Free' campaign held
	September	Corolla II completely redesigned; 'Please. Allow me' campaign held
	September	Tercel completely redesigned; 'The Tercel Game' campaign held
	September	Corsa completely redesigned; 'Young Corsa' campaign held