#Corona

A generous 24 Hours of LeMons racer gave me a copy of the February 1969 issue of Playboy as a gift last weekend, and it’s even more of a time capsule than most publications of its era. The only cars advertised in the issue are the Ford Mustang (Mach 1 and Shelby), Volkswagen Beetle, Datsun 510 (labeled as the “/2”), and the Toyota Corona. Since my very first car was a ’69 Corona, I felt compelled to share this ad.

The Junkyard Find ’79 Corona we saw earlier was a pretty nice car, but it was a regular sedan with an old-fashioned trunk. Just as Chevrolet buyers could buy a Nova with a hatchback in 1979, Toyota shoppers had the option of getting a Corona Liftback. Let’s tune into the old days of analog television and watch how Toyota USA’s marketers pitched this fine automobile.

We saw a Crusher-bound 1970 Corona last week, but that wasn’t the only 1970s Corona in this particular Northern California wrecking yard. A few rows away was this equally beige, but much larger and more sophisticated, ’79.

I visited my old stomping grounds in California over the weekend, which means I hit a bunch of self-service junkyards in the East Bay. I was thinking about some of the cars I used to drive during the 80s as I walked the rows of this yard’s import section, when there it was: my very first car!

The Corona was the first Toyota car to appear in large numbers on American streets, starting in the mid-to-late 1960s. By the middle of the 1980s, just about all the boxy early Coronas were gone; they rusted quickly in non-bone-dry regions and weren’t enough loved elsewhere to be kept alive. My very first car was a ’69 Corona sedan, so I had a bit of a nostalgic twinge when I spotted this ’70 hardtop coupe in a California self-serve wrecking yard.

American car ads of the early 1980s came up short in several departments: Burning rubber, jet-engine-grade turbocharger sound, and blatantly sped-up film that made the cars appear to be going 300 MPH. Oh, and they also lacked James Bond!