Toyota Shows New 2009 Corolla at SEMA

By Brendan Moore


Specialty Equipment Market Association (SEMA) show, Las Vegas: Toyota gave everyone at SEMA (and therefore the world) a look at the redesigned Corolla today, and what they showed off was a generic-looking car with a lot of nice updates that are not immediately obvious.

The car is plain-looking, no doubt about it; but Toyota has improved the car considerably. The new 10th generation Corolla will go on sale in February 2009 and will be available with both a DOHC 2.4 liter engine and revamped DOHC 1.8 liter base engine. The 2.4 liter possesses 158 HP and 164 lbs/feet of torque, and the 1.8 liter has 132 HP and 128 lbs/feet of torque.

What else, you might rightfully ask?

Well, smart-aleck, Toyota has blessed the new Corolla with more interior space, more luggage space (and its also more usable space), better fuel economy, active and passive safety features, and finally, the standard equipment levels are improved.

Is that enough for you?

I’ll answer my own question. For the Toyota faithful, it will be. Others just won’t be able to reconcile themselves to the vanilla looks, and with a lot of new small cars to choose from in the U.S. shortly, those people will buy something else. There is no denying that Toyota has built another fine Corolla, but the huge market advantage they’ve always enjoyed in the past as a result of their quality reputation has been dinged up a little bit lately, and the conservative looks will not make any buyers swoon with excitement.

Toyota says they will sell approximately 390,000 Corollas in 2007, and their expectation is the new Corolla will exceed those sales figures.

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Author: Brendan Moore

Brendan Moore is a Principal Consultant with Cedar Point Consulting , a management consulting practice based in the Washington, DC area. He also manages Autosavant Consulting, a separate practice within Cedar Point Consulting. where he advises businesses connected to the auto industry. Cedar Point Consulting can be found at

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  1. Seems to me like the writer’s anti-Japanese bias is hwoing through pretty strongly. Not everyone needs an expensive sportscar to drive around, you know. Fro people who want basic transportation and don’t care about looks the Corolla is PERFECT.

  2. I thnk you’reading into it what you want. the auteur didn’t say the Toyota was a bad car, on the contrary, he said it was a very good car with a lot of nice updates and another fine Corolla. He also said it was generic-looking, which it is, and in a more active small car market, those bland looks may hurt the Corolla more than in the the past. WHich is ALso true IMHO. So, where’s the bias? Because he didn’t bow down to Toyota and say everything is perfect on the car, or, because, he said it was a fine car and much improved, but the looks are a little dull-ish. Besides ig you read this blog trgularly, you would know this is is not fan-biy site where they pick a favotitre and defend it to the death no matter how weak it is, and everything else is just oold hard pudding and cannot possible measure up in some sort of tiny insigifican’t way that the fanboys will then jumped on as the reason the competitor’s cars are nowhere as good as their favorite, even if it’s only one minor feature out of a thousand featured. I hate that kind of crAAAAp AND DON’T SEE THAT here on this site. ever. they are invariablty impartial and faor.

  3. The perfect car for me would’nt be a car, it would be my own personal Japanese Jesus robot that would take me to work in his arms, park hihimself in the dowstairs storage room, go out and get lunch for me if it was raining or snowing so I wouldn;t have to and ran on battery power. He would be programmed to be patient with me, find better routes home, let be know if he a robot carrying around an attractive female owner, remember people’s birthdays, etc. He’d perorm some kind of small miracle every day. Not a big enough one to qualify for beatification, buy imortant ones nonetheless like finding that vintage Dead Kennedys t-shirt URL even though it was called something that has nothing to what they actaully sell, and so I could nvere find it again after I stumled acros it once. My personal japanese jesus robot would do miricales like that all the time plus the regular stuff like taking me to work,

  4. Personal Japanese Jesus Robot – that is the best product name in the world. You better trademark that bad boy before someone else does.

  5. omg, I agree w anonymous, that really is a great name. and it’s a great concept, too. everything about it is great, i would so buy one tomorrow.

  6. It doesn’t really matter what you say about the Corolla’s looks because Toyota will sell every one they make and every single person that buys one will love it, just as it’s been for 30 years. Toyota makes the best car in the world and the sooner you accept that, the more at peace you will be.

  7. toymaster –

    the world is changing around you, my friend. If you haven’t noticed lately, your vaunted Toyota’s quality has slipped lately, A lot. And lots of new small and midsize cars are showing up in the market now and in the next couple of years. Toyota sales are no longer going to be the slamdunk they were before. Get ready for rough ride if your’e a Toyota fan.

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