2013 Toyota Corolla
Toyota’s Corolla, which might seem too plain for some tastes, will get an extensive makeover when the redesigned car debuts some time next year. The intent is to change the public’s perception about the automaker’s compact sedan.
In particular, Toyota won’t make the same mistakes Honda did when it cheapened the interior of the redesigned 2012 Civic as a cost-cutting measure. The end result was an embarrassment for Honda. The Civic was blasted by the press and some would-be buyers, forcing Honda to issue a mea culpa and move at a herculean pace to upgrade the look and feel of the Civic’s interior. Judging from the favorable reports about the 2013 Civic, it succeeded.
“The voice of the consumer has been very loud,” particularly in criticizing vehicle interiors, said Richard LoFaso, corporate manager of marketing for the Toyota brand’s cars.
While LoFaso would not give details about the new Corolla, he made it clear Toyota will break new ground for its compact sedan.
“You will see Toyota focus on a couple of key areas on every vehicle we bring to market,” he said. “More-expressive styling, better driving dynamics, improved interior quality and refinement, safety improvements, and fuel economy. We are going to focus on those five things.”
LoFaso points to lessons learned in focus groups when the current-generation Camry (which debuted in 2011) was being developed years ago, particularly negative comments about the interior.
“If you look back at the industry, there was a period when Toyota and all the other major makers were looking for ways to drive the cost out of cars to make the cars more affordable. It wasn’t just us. Everybody in the industry was cautious about cost containment,” he said.
But focus groups complained about the look of those cheapened interiors.
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“The voice was loud. I characterize it this way because I heard customers say it: ‘I spend more time looking from the inside out than I do from the outside looking in.’ That comment sticks with me in my mind,” he continued.
They pointed to the design of the instrument panel, the center stack, and the things they touch and feel.
“What the customer is saying is that this is real important space to me,” he said. “If we listen carefully we will give the consumer a much better driving experience.”
As for the redesigned Corolla, LoFaso said “I think you will be pleasantly surprised.”
