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Auto blogSat, 07 Sep 2013 19:05:00 EST
Despite the fact that the Toyota Corolla pretty much sells itself, the eleventh-generation 2014 model is getting a huge marketing push that aims to appeal to both Millennials (of course), as well as the older generations that have lived with the stalwart Japanese compact for decades. The first television advertising spot, called, "Style Never Goes Out of Style," shows that the Corolla has had a place in mainstream culture since its launch in the 1960s. We have to admit, it's pretty cool to see older models from the '60s, '70s and '80s come out to play for this commercial, especially the latter of those, as it gives us enthusiasts fond memories of the infamous AE86.
The whole web/broadcast/print/social media marketing campaign surrounding the 2014 Corolla is called "Elevate," because, according to Toyota:
Extensive market research shows that Millennials are looking to take their career to the next level and are looking to buy their first 'real' car to get them there. The design of the all-new Corolla is significantly elevated from the previous generations, creating a more dynamic and desirable image for the Corolla nameplate that will appeal to these younger buyers.
It looks like 2014 may go down as the year of recalls. We were already at a record pace, and now it seems Toyota is recalling 6.39 million vehicles worldwide, including about 30 of its models for a variety of problems. None of the faults have caused any injuries or fatalities, but there have been two reports of fires caused by a defective engine starter motor.
Toyota's numbers show 1.772 million vehicles being recalled in the US, but that includes some overlap because the Yaris is being repaired for multiple faults. According to The Detroit News, there are 2.36 million affected models in all of north North America, 1.09 million in Japan and 810,000 in Europe, plus smaller numbers in other regions.
Among the vehicles recalled in the US are 1.3 million units of the 2009-2010 Corolla, Matrix and Tacoma, the 2008-2010 Highlander, the 2006-2008 Rav4 and 2006-2010 Yaris. The problem is that the driver's airbag module is attached via a spiral electrical cable. The connections on the cable can be damaged when the steering wheel is turned, which deactivates the airbag and causes the airbag warning light to come on. Toyota is replacing the cable with an improved part, but it's still making preparations to begin the repair. The company is sending affected owners notifications in the mail. According to The Detroit News, an unspecified number of Pontiac Vibe vehicles are also included in this recall because it shares the part with the Matrix.
The 2013 Toyota Camry is officially the car of the year in Korea. The country's motoring press graced the Japanese sedan with the honor for the first time, officially marking a shift in prevailing Korean attitudes toward Japan and its products. According to industry analysts, buyers in the country are no longer simply choosing their purchases based on whether or not they're made in South Korea, but rather based on quality and personal choice. That's a big jump from a few years ago, when buyers viewed their purchases through a patriotic lens.
The Camry managed to edge out a total of 44 other cars, including hardware from both Hyundai and Kia, to become the first foreign vehicle to take home the Korea Automobile Journalist Association's Car of the Year award. As The Detroit News points out, just 10 years ago, domestic manufacturers held some 99 percent of the Korean car market. But a change in trade regulations has opened up the country considerably, and buyers now have access to a wide range of products from around the globe. As a result, Hyundai and Kia have countered by cutting prices in an attempt to keep their grip on the market.