By Paul Niedermeyer
March 5, 2008 -
Every forty seconds, another new Corolla rolls off a dealer’s lot. Statistically speaking, it’s piloted by a middle aged woman without a college degree. She could be your house cleaner, mother or receptionist. For forty years, the Corolla has satisfied her with its predictable blend of reliable, economical and durable transportation. These days, old is out, youthful is in. Toyota’s PR professed and ambitious goal for their tenth generation Corolla: “to connect, more than ever, with younger buyers on every level” (Toyota’s italics/underlines). So, has the new Corolla hooked up?
The first half of Toyota’s “Plus-Alpha” program to attract younger buyers is “creative style packaging.” Corolla designers were sent to Italy for four months to discover “What would stand out, even on the streets of Turin?” I’m thinking a Fiat 500 Abarth SS. Their answer was not quite as dramatic. In fact, on the lowly streets of Eugene, the new Toyota Corolla was utterly lost in the sea of… older Toyota Corollas.
Goal number two is the “plus-alpha criteria of new value ‘improvements in sensitivity performance.’” What sounds like an ad for a sexual dysfunction remedy is actually all about improving the “five-meter impression” (no, not THAT “five-meter impression”). In Toyota-speak, it’s the aesthetic appeal as the customer approaches the vehicle, gets in and drives the car for five meters.
The presumption that the Corolla will sell itself within 16.4041994750656 feet is not without merit. It’s safe to say that the majority of Corolla buyers are pre-sold by the sea of virtually unbroken “happy faces” in Consumer Reports’ reliability stats, as well as the class-leading EPA mileage numbers (27/35).
Within my first five meters of acquaintance with the new car, I had an overwhelming “improvement in sensitivity performance”– from my nose. As I opened the door, my olfactory sense was assaulted by the intense smell of the still-polymerizing plastics. A pungent reminder of Toyota’s industry leading “just-in-time” manufacturing process? I cautiously touched them to make sure they weren’t still hot.
My other senses weren’t any happier with the plastics. The Corolla’s interior looks and feels distinctly cheaper than the preceding model. The flimsy ventilation controls feel much more Tianjin than Toyota City. I notice that my NUMMI built tester’s domestic content is down from 60 to 50 percent relative to last year. How else is Toyota going to offset the cost of an extra 150lbs of steel in the new model and keep their profit margins healthy?
Toyota deployed the extra metal to widen the Corolla by a couple of inches, as well as make it quieter. The only noticeable result: the hard, sharp-edged plastic door panels were that much more prominent in my field of vision. For a middle-aged man who’s 6’4” tall, the Corolla’s rear seat leg, hip and head room is woefully inadequate. But the cleaning-lady carpool will be happy enough.
Even in those first five meters, the Corolla’s new electrically-assisted steering made a powerful impression. Mother will love its over-boosted lightness in the Costco parking lot, but not me. It’s a necessary trade-off to keep the EPA numbers up (what with that extra body weight), but its synthetic feel and unpredictable weighting are a let down from the predecessor’s perfectly adequate hydraulic tiller.
That first drive almost turned into seven meters. The Corolla’s brake pedal felt like it was going to drop to the floor. We’re talking seriously mushy stoppers, unlike the firm ’08 comparison tester at hand. In sum, my five-meter impression was not a success; every time I hopped out of the ’09 and sat in the ’08, my “sensitivity performance” improved, and not just because of the smell. If any connection was going to happen, a longer drive was in order.
The revised 1.8-liter engine offers a few more horsepower. More importantly for the Corolla’s target market, it’s noticeably quieter. Given Toyota four-cylinder engines’ long, flat torque curves and the car’s intended mission in life, the four-speed automatic is adequate. With improved sound insulation and a soft ride, the Corolla is truly the Lexus of small car freeway cruisers. Your receptionist will love it.
When it comes to spirited driving, highlight and delete. The “old” ’08 is clearly the more dynamically engaging of the two models, with its pleasant steering and firm brakes. Or maybe I was just getting bored.
The 2009 base Corolla automatic lists for $16,050. That’s none too cheap, considering it has manual window cranks. Call me an old crank, but I don’t foresee a wave of new younger buyers connecting with the new Corolla. In fact, some traditional Corolla buyers may begin to question the price/value equation, in light of the cheap interior and the improved competition. That still leaves the Corolla’s stellar reliability reputation; hopefully the development team’s four months in Italy didn’t have an affect on that.
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POWERED
March 5th, 2008 at 7:39 am
Having worked detail at a Toyota dealership for two summers, I’m no fan of the ‘rolla though I did have a level of respect for it for what it was: a well-built, economical car. I think the styling update makes it better on the outside, but I did want to get one to see if they had done anything better. Apparently they didn’t, and apparently I’m still not gonna fit in it (I’m 6′7″).
My question is: what small cars are better? Obviously the Mazda3 and Civic, but that’s not gonna win on price. Would you recommend a Focus over this? Sentra?
Chrysler should have never axed the Neon, it could have been better than this…
March 5th, 2008 at 7:57 am
Too bad that the long-needed ergonomic improvements (more cabin width, tilt-telescope wheel, driver’s seat height adjustment), came at a price.
That electric power steering really bugs me; it seems to be the “innovation du jour” these days, but I’ve heard enough bad things about it (i.e. Honda Fit’s steering sometimes “shuts off, requiring reboot”) that I would consider it a “work in progress”.
I’ve heard the EPS in the new 4cyl Malibu is an improvement in feel over last year’s unit (from the G6), but I’m still wary about durability.
March 5th, 2008 at 8:53 am
It’s unfortunate the new model pales in comparison to the prior one. I had an ‘05 when I was in college, and I think it was better to drive than my overpriced car right now. The seats were extremely comfortable, the car was nimble enough to navigate urban environments, and I had great gas mileage.
As pragmatic transportation goes, a Toyota may cost more up front, but it retains its value so well you’re really not out much at all. I was offered zero percent for 36 at the time with a few free oil changes. My middle of the road model went out the door after taxes for $16.5K… amazing stuff.
I don’t think a Corolla is supposed to be a fantastic car with great dynamics. But it is a ubiquitous “car” and that’s where it excelled. Seems like Toyota f’ed that up.
@ Brendino: I owned a Mazda3s sedan at the same time as the Corolla. The Mazda3 is better on paper and when you feel like driving fast. In all other facets, the Mazda3 was inferior to the Corolla. The Mazda was less comfortable, less reliable, cost more to insure, achieved very poor mpg, had sub-standard paint and quality, and developed lots of creaks and groans. Corolla wins out if you want your car to be effective transportation. The Mazda3 wins if you don’t want to be branded as an uneducated receptionist based on your vehicle.
March 5th, 2008 at 9:17 am
Me: Hello, I’d like to test drive a manual transmission Toyota Corolla.
Salesman: You’d like to test drive a Corolla?
Me: Yes:
Salesman: A manual transmission Corolla?
Me: Yes.
Salesman: A Corolla.
Me: Yes.
Salesman: We don’t have any manual transmission Corollas.
Me: Then I’ll test drive an automatic.
Salesman: You want to test drive a Corolla.
I remember that conversation, the bored salesman, the salesman who really never had to SELL a Toyoto but had to write up the same boring list-price sales agreement several times a week.
I don’t remember anything about the car. No. Wait. I do remember a few things. It started. It went. It turned. It stopped. It smelled bad. It looked cheap.
By the way, I’m the guy who, along with my son, drove a rental Camry from Toronto to Myrtle Beach S.C. We both agreed that it was dangerous to merge onto an interstate in a four-cylinder Camry. I’m trying to accelerate and merge and the transmission computer is trying to figure out what gear we need. At a 75mph cruising speed, the Camry was almost as pleasant as my 2000 Crown Vic with 120,000 miles on it. The Camry’s radio wasn’t as good though.
And now Toyota wants to dilute itself into aircraft production?
March 5th, 2008 at 9:35 am
@ Brendino - A Honda Fit is priced the same. And kills it in comparison. By the way Paul, “cleaning lady”? “receptionist”? Ahh those lower forms of life… what about the frugal millionaire? Like my landlord, who owns about a dozen buildings in Manhattan and drives a 96 Hyundai Accent.
March 5th, 2008 at 9:42 am
It’s really too bad that we don’t get the same Corolla interior as the Europeans and Middle Easterners do:
http://213.8.154.195/toyota/corolla/images/gallery/800/t8_cor07_car_gal_18_prev_tcm280-514089.jpg
From the reviews I’ve read, they have a similar number of complaints, but at least they don’t have to be reminded of them every time they turn the flimsy air conditioning switch.
March 5th, 2008 at 9:42 am
If they are going for a different market then why does the only Corolla commercial I see (and I see it twice an hour at night) stress how quiet the Corolla is INSIDE? Talk about inconsistent message. I guess they do try to be funny in a wacky Japanese way by having some nursing critters inside the car while a cannon is being shot outside the car. WTF?
March 5th, 2008 at 10:10 am
It’s a very good econo box but I wish they change THE STYLE. I mean.. it never look so appealing to everyone especially with the teenagers, who craves for speed and a four wheel motion.
I mean it doesn’t have to be fast just “Look” fast.
March 5th, 2008 at 10:17 am
Every forty seconds, another new Corolla rolls off a dealer’s lot.
That’s tragic. Not Sally Struthers tragic, but still…
March 5th, 2008 at 10:30 am
I commented on this car over at the Matrix review, but I’ll do it again here…I have had the opportunity to try out two ‘09 Corollas, almost back to back against an ‘05 Corolla and a couple of ‘07 Civics. Personally, I like the new Corolla. The tilt/telescopic wheel makes the driving position ten times better for me (I’m kinda short)and the overall size of the car just seemed right for me. My first ride was in the XRS model, I really liked it but at $22K, it was a bit out of my budget. The LE seemed too plain, so I’m leaning towards an S model. I know, it’s all looks and not much sport, but it works for me. The ‘05 I drove, while a nice car, just felt too tall for me, and, my hand kept brushing up against some sharp cut outs on the door trim.
What about the new Civic? Well, I liked it, but I would have to go with the coupe, as the sedan’s steeply raked windshield and A-pillars made me feel as if I was driving a scaled down GM Dustbuster minivan. The coupe felt more natural, though the steering wheel blocked the speedo for me.
Of course, this could all just be a case of nostalgia kicking in, as I drove two Corollas, a ‘93 and a ‘95, and a ‘92 Civic during my college years.
Truth be told, I really don’t want to give up my Olds just yet, as it has been a very good car to me, but with the threat of $4 gas, the idea of an extra ten miles per gallon sounds really good to me, and so does the new Corolla.
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