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After peaking of the luxury
and full-sized car market, the American market accepted to smaller, more economical
cars. Toyota decided to take advantage of this trend. In October 1957, Toyota
Motor Co., Ltd. and Toyota Motor Sales Co., Ltd. jointly established an American
branch of Toyota and introduced the Crown. Since it lacked power and maneuverability
at high speed running, it was hard to be accepted into American market. However,
the Crown was still Toyota's first advance in exporting its products. |
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Fierce competition in the rapidly
expanding small-car market forced Toyota to develop behind the scenes the"New
Corona,"which became the Corona PT20. The Corona was a true market masterpiece.
Equipped with a cantilevered rear-suspension system, it lured consumers with its
extremely comfortable ride. |
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Nissan Motor Co., Ltd. focused
all its power on development of a new automobile. The result was the Cedric, put
on the market in 1960. It employs to perfection the superior technologies of the
Austin. Every facet of the car, including the engine, chassis, and body, was newly
designed; its four vertically stacked dual headlamps were an outstanding feature
of its exterior style. Cedric became famous for its 71hp engine, which gave a
maximum speed of 130km/h. The car was named after Cedric Errol,the man character
of “Little Lord Fauntleroy”, the famous novel by F.E.Burnett; the name
“Cedric” brings to mind a lively, honest, and handsome young boy. |
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Hino Motors Ltd., which absorbed
the technological guidance of Renault, independently developed and planned the
Contessa 900, which was released in April 1961. The design details of the Renault
4CV and Hino's own technology were used, but the body styling was new, and, it
was given the appropriate Italian word "Contessa"signifying countess. By utilizing
a rear engine and rear-wheel-drive system, the car was noted for its maneuverability
and smooth-running engine. In 1963, it entered the Japan Grand Prix and took first
place in the class. |
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In July 1959, Nissan Motor
Co.,Ltd. implemented a redesign change in its 210 line, which became the 310,
the first generation of Bluebirds. The result of a long period of market research,
the new model possessed the durability of the model 210 but with more refined
technology and elegance. It soon monopolized the small-car market. As the first
car worldwide specifically to target female users, its Fancy Deluxe model's attractive
design appealed to female motorists everywhere. The 312 model, with some minor
changes from previous models, was the last of the line that gave way the following
year to the 410 model. |
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Recovering from its initial troubles,
the production of the Corona was steadily increased until May 1964, when the new
model RT40 was released. Improvements such as new dual headlamp styling were added
and a top-speed performance of 140km/h was implemented to develop an image of
an automobile built for the highway. As a sales strategy, it was publicly tested
on a 100,000km continuous stretch of the newly opened Meishin Highway. The result
was great success in both foreign and domestic markets. It became Toyota's main
market strength, raising its technical level to international standards. |
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