Section 6. Strengthening Development and Sales Efforts in the Japanese Market
Item 3. Reassessing Product Strategy
Completely redesigned Corolla
Toyota's highest-volume model Corolla also underwent complete redesign in preparation for the 21st century and Toyota announced the ninth-generation model, billed as a "New Century Value (NCV) Corolla" in August 2000. When developing this model, Toyota's design and styling teams started from the ground up in order to sweep away the "people's car" image associated with the conventional Corolla.
In selecting the final design, Toyota made the unprecedented decision of delaying the launch timing by more than one year, switching from the design that had been selected through repeated competitions involving design centers inside and outside Japan to a radical one created by Toyota Europe Office of Creation, a design base in Europe. Four models, consisting of the NCV Corolla, Corolla Fielder, Corolla Runx, and Corolla Spacio, made up the new Corolla series to address diverse customer needs.