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Artvoice Weekly Edition » Issue v7n13 (03/27/2008) » You Auto Know

You hear it over and over again in the real estate business: “Location, location, location.” In the car biz, it’s more like timing. Timing, and a huge dose of luck and/or talent. Toyota’s tenth generation Corolla couldn’t come along at a better time. The previous car, while there was nothing wrong with it, was getting a little, as the critics like to say, “long in the tooth.” That’s code for “It’s a perfectly good car, better than many of its competitors, but we’re Americans and, dammit, we gotta have a restyle every few years or we get bored!” So, enter the 2009 Corolla. Just in time for what could be record-setting high gas prices.

But first, as we like to say, a little history.

The subcompact Corolla was introduced in Japan in 1966. It made its U.S. debut in 1968, equipped with a 1.1-liter, four-cylinder engine. It has since become Toyota’s “Model T” in terms of longevity—not to mention production numbers. In 1970 it became the second largest selling import in the U.S. (behind the VW Beetle); in 1976 the five-millionth Corolla left the factory; number 15 million came in 1990. And all during this time, the Corolla was winning numerous awards, and was named on many “Best Car” and “Best Buy” lists.

Of course, Toyota isn’t the only manufacturer to recently redo its top-selling compact. Ford has introduced a new Focus, VW recently introduced its new Rabbit, and Hyundai has a new Elantra. But the Corolla’s been around the longest in its class, continuously available here since 1968. How many other cars can say that? The Mustang and the Corvette come to mind, but nothing else off the top of my head.

I recently drove a new Corolla S courtesy of Basil Toyota in Lockport. Salesman Adam Beck put me behind the wheel of the Blue Streak Metallic sedan one dark, cold night right after a quick walk around (hey, it was FREEZING out!).

As I head up Transit road, I give it the gas and am pleasantly surprised by the sound of the exhaust. Even though the Corolla S, with its 1.8-liter four-cylinder engine (27/35 MPG city highway) is mostly eye-candy compared to the base Corolla (the hotrod Corolla would be the XRS with the 2.4-liter V-6), it’ll still bring a grin to your ears. There’s plenty of room inside for you and three or four friends (although the three in the back seat should be REALLY good friends or waif-like supermodels, as they’ll be in close quarters). Seating was comfortable, as you’d figure it should be when you read about the driver’s seat testing that Toyota’s engineers went through: “During testing, every time a seat-test subject expressed a feeling of pressure, the seat contour was adjusted in one millimeter increments. Then, to improve the seat’s fit for shorter people, engineers slightly modified that shape by altering the contour of the forward edge pads. The result is seats that are comfortable for people of almost any height.” And you wonder why it takes so many people so long to design a new car! Controls are very Toyota-like; they’re where you think they should be, and even I had no trouble figuring them out in the dark.

This year’s Corollas come in five flavors: base, LE, XLE, S and XRS. Pricing ranges from $15,250 to $19,950. Even the base model isn’t too shabbily equipped (air conditioning—yes, cruise and power windows—no), but it’s definitely a price leader. I expect most buyers to go no lower than the LE, which will add the power windows and locks, and which also has a few more stand-alone options available.

From where I sat, it looks like the tenth generation Corolla should pick up right where the others left off—looking at the competition in its rearview mirror.

for more info: toyota.com

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