In a number of ways Toyota was the most “American” of Japanese manufacturers. Once on their feet in the U.S. market in the early 70’s, they fielded a line up not dissimilar, albeit smaller and far more efficient, than Detroit rivals.
Mainstream models came in sizes small (Corolla), medium (Corona) and large (Crown/Cressida). There was a “pony” car (Celica) to boot. That’s no different than Ford in the 1960’s minus a halo coupe once you think about it.We’ve made friends with the 3rd Generation car. Today we see what the 5th generation had to offer when you opted for the wagon version.
Out of the Japanese brands that landed in the American Market during the 1950’s and 1960’s, Toyota learned the quickest how to adapt to the foreign to them trends that set the Jones’s hearts alight. One trend realized was the splintering of the American Market, as the generation of Boomers headed to dealerships, they weren’t happy with one-size fits all motoring in escalating finery that had dominated the automotive landscape from The Great Depression through the Fabulous Fifties.
It didn’t take long for Toyota to learn some important basics about success in the American Market. Within 2 generations and one spectacular failure at the end of the 1950’s, Toyota was fast becoming the most important import brand in the United States as the 1960’s gave way to the 1970’s.
Dynamic Drive 