Toyota Corolla: the package

"Our philosophy with this product is to offer our customers an exciting new light car experience, one that draws on the heritage of the Corolla as not just South Africa's best selling car ever, but the world's best seller.

"This new package re-states the core values of Corolla and adds significant value in every area over the model it replaces.

"It is a car that we believe will significantly expand our potential customer base by attracting buyers from outside of our traditional buyer profile, particularly younger buyers, who will appreciate the stylish appearance and dynamic performance of this new model range.

"When this new model was first revealed to us by TMC as the Corolla replacement more than two years ago we were given an opportunity to provide a wish list for the local specification and engineering requirements that would assist us in tailoring the vehicle to local needs within the global specification.

"Among the major items we requested were: Improved handling and straight line stability; better performance and fuel economy; further improved NVH characteristics, and improved headlight performance and the availability of enhanced safety features. The overriding consideration was that this all had to be achieved at a competitive price.

"All have been achieved in consultation between our own engineers and TMC's design and engineering team. The local NVH package on the Corolla is particularly impressive.

"In recent years the Corolla may have been perceived as an expensive option if just the purchase price was considered. One has to look behind this however to whole life costs and value for money over the period of ownership, which includes residual value, and the quality of service experienced.

"The Corolla has a solid reputation as a fleet favourite with volume buyers fully recognising these qualities. Amongst many fleet owners the Corolla provides a benchmark to measure operating costs and it is our intention that this should continue to be so.

"With the new Corolla we enter the Toyota Motor Corporation global supply chain as a volume exporter, an opportunity that has been denied us up to now. This has an enormous impact on our competitiveness in the market and this shows, not just in the pricing of the range but also in the value added to the product in its latest form.

"There is a significant improvement in value for money based on retail selling price of the new model with its improved specification, and this takes into account only the tangible improvements, not those associated with the improved styling and dynamic performance of the new Corolla.

"If we consider our volume model, the fleet favourite, 160i GLE, then the list of added tangible added value items is: Rear disc brakes; 195/60/15 inch tyres; tilt steering column; lidded centre console; height-adjustable driver's seat; rear headrests; seat back pockets on driver's and front passenger seats; vanity mirror with cover; seatbelt warning light; exhaust catalyst, and onboard computer.

"A major benefit for buyers of the new Corolla is the fact that it is sold with a 5-year/ 90 000 km service plan. This covers all the manufacturer specified service items as per the 'Toyota Book of Life', including parts and labour.

"Wear and tear items are excluded. This will provide customers with a hassle free, high quality service experience. It is important to note that the service plan is an integral cost element of the new Corolla and cannot be separated out with any specific value.

"The warranty package on the Corolla is three years or 100 000 kilometres. Warranty protection against corrosion perforation is three years and roadside assistance is provided over the 3-year/100 000 kilometre warranty period.

"In surveying our customers to define their broad based requirements we noted that affordability takes a high priority. In this context not all buyers regard safety items such as airbags and ABS brakes as essentials and would prefer a choice to include these in their purchasing specification given the cost implications.

"Past experience has shown also that there is a negative perception associated with these items when they are listed as optional extras.

"To ensure that both customer choices are adequately met we will offer the new Corolla in four specification levels, one of which will be a 'safety specification' on our core 140i and 160i models. These models will have the GLS nomenclature and, a driver's airbag and ABS. The GLS specification level also applies to the 180i Auto."

The 11 models in the new Corolla range are grouped in the three engine sizes and four specification levels; baseline, GLE, GLS, and GSX. All feature 5-speed manual transmissions although the 160i GLE and 180i GLS are offered with a 4-speed automatic transmission with lock-up.

"Electronic control on this advanced automatic transmission ensures smooth changes (a solenoid valve adjusts clutch pressure depending on driving conditions to achieve this) and optimum efficiency.

The comprehensive baseline specification level offered on 140i and 160i models includes, among other items: All-aluminium, latest generation fuel injected engines; disc brakes front and rear; power steering; transponder key immobiliser system; r/f remote alarm; central locking with selective unlock feature; digital clock; dome lamp delay; headlamp on buzzer; 4-bulb halogen headlamps; engine exhaust catalyst; centre console with lid; in dash storage compartments; cup holders; whiplash reducing front seat design; head impact protection trim.

The GLE specification level is offered on 140i, 160i, and 180i models and adds items such as: air-conditioning; radio/CD player combination with four speaker system; height adjustment for the driver's seat; and seat back pockets (passenger and driver), and a multi function trip computer.

Moving up a level to the GLS specification Toyota adds a number of extra safety items to the specification list on 140i, 160i, and 180i models over and above the GLE trim level. Included here are a driver's side airbag; seat pre-tensioners and force limiters and ABS brakes with electronic force distribution. Also featured are electric windows at the front.

The GSX specification level, offered in 160i and 180i variants, provides a full house luxury level of specification which includes: power windows front and rear; power remote side mirrors; front fog lamps; leather inserts and side panels on seats; simulated wood panel detailing; two tone dashboard; ivory coloured trim; driver and passenger airbags; ABS brakes with electronic brake force distribution; and 6JJ X 15 alloy wheels.

"In the true Toyota tradition the new Corolla offers a choice of models that will allow buyers to tailor engine size and specification levels to their specific needs," says Johan van Zyl. "The pricing and value for money package on this new model will ensure that it is an aggressive competitor in the small car class.

"Our long term vision is to achieve an overall market share of 25%. The new Corolla is a pivotal model in terms of meeting that goal as Toyota South Africa's first truly global model and it is priced and specified to achieve this as the first model in a new era for Toyota South Africa as an integral element of the Toyota Motor Corporation global supply chain."