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The Corolla (& Matrix) matters to Toyota: sure, it is a subcompact. But it is one of the best-selling cars on the planet. So it matters much to Toyota Motor Corp. And as Bob Carter, Toyota Motor sales Toyota div. head puts it, "small cars are the seeds of brand loyalty.".

Publication: Automotive Design & Production
Publication Date: 01-FEB-08 		Format: Online
Delivery: Immediate Online Access
Full Article Title: The Corolla (& Matrix) matters to Toyota: sure, it is a subcompact. But it is one of the best-selling cars on the planet. So it matters much to Toyota Motor Corp. And as Bob Carter, Toyota Motor sales Toyota div. head puts it, "small cars are the seeds of brand loyalty.".(FEATURE)

Article Excerpt
Although one might think that the most-important vehicle in the Toyota lineup is the Camry, given that model's top-of-the-tops appearance on U.S. sales lists for a considerable number of years, arguably the car that is more important is the Corolla. After all, the Corolla is more of a world product than the Camry. Since it was introduced in 1966 (in the U.S. in '68), there have been more than 30 million Corollas sold. Thus, the importance of this subcompact to Toyota. The 2009 Corolla is the 10th generation.

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Although there has been considerable attention paid to big vehicles-think the Toyota Tundra or Sequoia-the execution of the Corolla is key for the simple reason that it is a product that is...

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