There’s been a new buzz around Toyota dealerships since last week’s online unveiling of the new 2014 Corolla. For many dealers there has been a lot of talk about how the Corolla has gotten a little long in the tooth. Many dealers were saying that because of the cars age and the current style it had lost some of its glamour. The value of a new Camry with appealing lease and finance programs from Toyota has pulled more Toyota drivers away from the Corolla. Several dealers have told me they haven’t focused on the Corolla as much as they should have in 2013.
Well get ready. The new styling oozes out a new sense of energy and freshness of the car. Its handsome re-design is coupled with outstanding value in the purchase price.
I am a very firm believer in what my father taught me from his vast experience with Chevrolet back in the early 80’s. If you want to dominate the entry level segments, the cars have to look and reflect a certain sense of cool. Younger buyers and those with a limited budget are going to want the most stylish vehicle since they can’t buy the “prestige.”
I think over the past few years Ford, Chevrolet and Hyundai have outperformed Nissan, Honda and Toyota in this small car segment. It’s good to see Toyota ready to start competing.
There is always immense opportunity in the compact car segments. It comes down to styling and price, and while I haven’t seen new pricing on the 2014 Corolla – I do think the styling is there for Toyota.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.