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Toyota - Corolla 

A car to be proud of 

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 Snapshot

Brand Value - $21,995m

Brand Value - Methodology

Books: Dan Brown writes the Da Vinci Code

Events: US attacks Iraq; Hutton enquiry; Washington hurricane; farewell to Concorde

Films: Finding Nemo

Music: The Darkness sings “I believe in a thing called love”


This year we said an emotional farewell to supersonic aircraft, Concorde, as it soared on its final transatlantic flight, ending 27 years of aviation history. The plane, which cost passengers £9,000 a ticket, reached 1,350mph and 60,000 feet during its final flight. British Airways and Air France decided to retire Concorde as its running costs spiralled and ticket sales dwindled.

Meanwhile, the star of Japanese car firm, Toyota, was in the ascendant. The car brand won The Marketing Society’s Grand Prix Award in 2003, following the successful launch of the new Toyota Corolla. Focusing on the idea that the Corolla was a “car to be proud of,” the new model sold fast with revenue per car climbing by 22% following the campaign.

It was the beginning of good things the Japanese car brand. Over the next few years, Toyota’s market share crept onwards and upwards much to the concern of the US car manufacturers. Toyota’s rise has been driven by an unblinkered focus on customers and a fleet of innovation including the hybrid Prius, a popular nod to environmental concerns.

The legendary writing brand, Mont Blanc launched a new range called Starwalker with a precious surface made of bright blue lacquer. Then the fat lady sung for British tobacco advertising as it was banned throughout the UK.

 What do you think?

To celebrate our 50th Anniversary we have already chosen 50 Golden Brands from 1959 to 2008, but now we want you to help us choose the Golden Brand of 2009 which will be awarded at our 50th Anniversary Gala Dinner on November 16 at the Battersea Evolution.

Which brand do you think is worthy of our Golden Brand of 2009?

(All fields are mandatory)

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 Latest comments

An unfashionable choice

Toyota's 'dull but worthy' image would normally prevent it taking such plaudits over Apple, for example. However, with this Corolla, Toyota was at the top of its game - making good value, dependable cars and still making a profit when rivals weren't.

Posted by Richard Headland, Which? Car editor on 8/20/2008 | 7:39 PM