Automobile Branding | Reinventing the world’s best selling sedan

Quick, can you name the world’s best-selling sedan of all time? If you answered Toyota Corolla, you’ve hit the bull’s eye! 40 million and counting have been sold since Corolla’s introduction in 1966.

In 1997, the Corolla became the best selling nameplate in the world, surpassing the Volkswagen Beetle. Toyota reached the milestone of 40 million Corollas sold over eleven generations in July 2013.

Logo_Toyota_JP-10Fast forward mid 2013, and Toyota’s ready to rollout its newly redesigned Toyota Corolla 2014. So how do you re-invent such popular car, amid increased competition? Well, you bring it current, freshen up the design so it stays relevant, but you stick with the basic fundamentals that made Corolla a such a household name: inexpensive, reliable, good quality set of wheels. Good for a college student, first jobber, a homemaker, and… well practically any one from Timbuktu to Tiburon.

They’ve come up with a great TVC. Celebrating Corolla’s decades of visibility. And what better way to show her illustrious history than through music through the ages…

Entitled “Style Never Goes Out of Style” It starts off with a black-and-white scene of a 1960s Corolla driving down a runway set to Motown-style R&B. The scene then segues to a disco floor complete with flashing lights and disco balls playing “Freak Out” featuring a Corolla liftback.

After that, some street break-dancing set in the 1980s goes on with an AE86 coupe in the background.

Then a nondescript mid-’90s Corolla is parked off to the side of a flannel-clad grunge rock concert.

Finally, the 2014 Toyota Corolla sedan rolls onto the scene set to a techno beat, surrounded by professional dancers showcasing a diversity of different moves.


2014 Toyota Corolla. Available from September, priced from $16,800


2014 Toyota Corolla. Available from September, priced from $16,800

Inspiration: Motor Trend; Wikipedia

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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