Corolla Generasi Ke-1

The 1st Generation COROLLA

A car for everyone

"The most wanted car by the market ― presented to the world by bringing together the essence of Toyota's technology."

Tatsuo Hasegawa,
Development Leader of the 1st Generation COROLLA
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Production Period (1966 - 1970)
*Production period in Japan. The period of introduction for this generation model may vary by region.




In 1966, the year when motorization was ready to significantly blossom in Japan, one vehicle was born with a name that meant "crown of flowers." That vehicle was the "Toyota COROLLA", which would soon become one of the most popular family cars worldwide.

The COROLLA was introduced with the catchphrase "The most wanted car by the market ― presented to the world by bringing together the essence of Toyota's technology," and was developed by widely adopting technologies that were firsts for a domestically produced car and world firsts as a family car. The COROLLA was brilliantly debuted as a model that would draw a clear line between it and other family cars of the time. In addition to its appealing design, the COROLLA lavishly introduced numerous "new features" and "new equipment" comparable to those found in higher grade models. As a result, the COROLLA steadily captured the hearts of the public and achieved a solid No. 1 position in domestic sales, a mere 3 years after it was launched.

The level of attention that the COROLLA received when it debuted was phenomenal. According to a salesman at that time, the COROLLA was such a revolutionary car that customers would often shout out "Wow!" without even thinking about it. The COROLLA provided firm seating comfort with its separate bucket type seats and ample rear seat space like that of a living room, and in contrast to its compact styling, the COROLLA was designed with a ceiling height that did not stimulate any feelings of being cramped. In addition, the car featured a sporty floor-mounted shift lever that was remarkable for that time. No matter which car it was compared to, the COROLLA's innovative features stood out. Its public reputation was so superb that when the vehicle was delivered, it always drew a crowd.

Tatsuo Hasegawa, Development leader of the 1st generation, first came up with the concrete concept for the COROLLA in the latter half of 1962. Based on his experience with the PUBLICA (1961 - 1978), which can be considered Toyota's starting point in family cars, Hasegawa proposed an entirely new vehicle plan. The PUBLICA was a car that pursued practical utility and economy, and focused on achieving a retail price of 360,000 Japanese Yen*. However, with those simplified specifications and features, vehicle sales remained stagnant without gaining much support from the general public. At that time, the purchase of a car was one of the "dreams" of the general public, and more than mere utility, the public wanted a car that they could be proud of ― a car that portrayed a sense of luxury. Hasegawa reflected on that time and stated the following: "Since that time, the market has demanded attractive vehicles, vehicles that don't seem ‘inferior’ when compared to others, and vehicles that appear even somewhat luxurious. If we consider these types of market needs, the PUBLICA probably looked somewhat cheap."
*Average monthly salary in 1961 was 26,000 Japanese Yen.

"Existing parts can't be used to meet the demands of the upcoming era." With that in mind, a concept was launched that called for newly developing the entire vehicle including the engine and suspension, and full-scale developments were started in 1963, the following year. However, the go-ahead for this plan was not easily obtained. The development of a new vehicle required a huge expenditure amounting to several billion yen even at that time. In addition, Toyota was then experiencing rapid growth, and each time a new vehicle was developed, equipment investments of several tens of billions of yen were made and new plants were constructed. For that reason alone, failures in new vehicle developments were not allowed, and a cautious start was taken. At first, approval was given for only the development of a new engine. Eventually, a new plant costing 30 billion yen (approximately 300 billion today) was constructed for this COROLLA alone. With this, operations at the current Takaoka Plant were started.

The policy of the initial plan established goals for "1000cc (1.0-liter) engine displacement and a maximum output of 45ps / 5500rpm," both considerably difficult challenges for that time. While it was understood that that OHC (overhead cam) was an effective measure in creating a high performance engine, the team lacked experience in design at that time and abandoned the idea. Instead, an OHV (overhead valve) was selected. A concept was reached to achieve results similar to the OHC by configuring the camshaft in the highest possible position of the cylinder block and shortening the push rod as much as possible. However, information was received that the engine displacements of competitive family cars were likewise reaching 1.0-liter, so the policy objectives were quickly changed for an "engine displacement of 1.1-liter" and developments proceeded. As a result, compared to the competition, an extremely high level engine was completed.

With the plan calling for numerous new developments and technologies, there were many opposing voices within the company. In fact, troubling points were apparent. One troubling point in particular was that there were very few previous examples of the compact, lightweight MacPherson strut based front suspension adopted for the first time in a Japanese vehicle. One episode during testing which the first prototype vehicle could only travel a mere 500 meters symbolizes how difficult new developments can be. For Hasegawa, whose responsibility was to keep encouraging the engineers, this was hard to stomach. Prototypes and tests were repeated time and time again, and two and a half years after developments were first started, the team was finally able to see the light at the end of the tunnel, and the suspension, which serves as the standard suspension configuration for many vehicles today, was completed.

Developments steadily progressed, and about one year before the vehicle was released, overseas expansion was considered, and a plan for export to the US was developed. According to the "Design Plan Policy", a document put together by Hasegawa that summarized the COROLLA development concepts, "In the future, the COROLLA will compete both in Japan and overseas with European made cars in the same class, and the superiority of the COROLLA over the competition will be ensured through 'performance' and 'economic efficiency'." From its early stages, developments were premised on export, and it is evident that the team targeted the COROLLA to open up new markets and be competitive overseas.

Hasegawa diligently advocated a design concept called the "80 Point Doctrine +α" to engineers responsible for each area of development. Not even one failing point was allowed. However, an all-around score of 80 was not acceptable. Hasegawa believed that if the vehicle did not possess some sort of +α (extra) characteristics that would allow the vehicle to exceed 90 points in some areas, the vehicle could not capture the hearts of the general public. He defined that "+α" as a "sporty image" for the COROLLA, and adopted it as a major guideline for developments.

Based on this major guideline, the staff of each department endeavored tirelessly, and the 1st generation COROLLA was created as a vehicle filled with advanced technologies. Many of which were firsts for domestically produced vehicles and a world firsts for family cars. With these technologies, the sporty character became readily apparent ― in a glance and in the first time the car was driven. The "+α = sporty image" appeal was successfully achieved in its design and equipment.



When the COROLLA was first released, only a 2-door sedan was available. From there, a 4-door sedan and van were added to the lineup for a total of three body types for this generation. Also, the engine lineup included the 1.1-liter K engine, the sporty K-B engine equipped with twin carburetors, and the K-D engine, which strove for enhanced output through a high compression ratio. In the latter half of the model period, the 1.2-liter 3K, 3K-B and 3K-D engines were adopted to replace the 1.1-liter K-engine series.

For the exterior design, a fresh image was targeted that symbolized the "new era" that had begun to arrive in Japan. With this, for the first time by Toyota, a semi-fastback style with widespread use of curved surfaces expressing an "active yet charming, feminine image" was adopted. A design was selected that portrayed, at a glance, a sporty image from the entire vehicle, and the developer's concept of "+α = sporty image" was faithfully expressed. In a catalog, the COROLLA was introduced as having a "creative design reflecting the simplicity of Japanese values," and its appealing style fostered a fresh, sporty atmosphere that captured the hearts of the general public.

At the time of its initial release, the COROLLA was equipped the K engine with a displacement of 1.1-liter, to provide a 0.1-liter advantage over the numerous 1.0-liter engines in its class. The engine generated a maximum output of 60ps / 6000rpm and a maximum torque of 8.5kg-m / 3800rpm, and numerous revolutionary technologies were adopted such as a 5-bearing crankshaft that can endure high speeds and a high camshaft system to achieve high performance. In addition, in the latter half of the model period, the 3K engine was adopted with engine displacement expanded to 1.2-liter. This engine generated a maximum output of 68ps / 6000rpm and a maximum torque of 9.5kg-m / 3500rpm for improved acceleration performance in medium and high speed ranges.

Sports car technology was adopted for the transmission, and the vehicle was equipped with a 4-speed fully-synchronized manual transmission with a floor type gear change lever. This marked the first time that this type of transmission was adopted in a Japanese vehicle, and a sporty, direct shifting feel was achieved. In addition, Japan's first floor-mounted 2-speed automatic transmission and a steering column-mounted 4-speed manual transmission, already familiar in other vehicles, were made available.

For the front suspension, a MacPherson strut type suspension, the mainstream for today's vehicles, was adopted for the first time in Japan. To ensure a quiet interior, a semi-floating type rear suspension was adopted that reduced the squeaking noise from the leaf springs.

Separate bucket type seats that materialize the "sporty image" were adopted for the front seats. In addition to a front to back slide adjustment range of 120mm and a 16-step reclining mechanism, the seats could be fully reclined. Equipment found in higher grade vehicles but not in family cars, such as armrests, a console box, radio, and heater were also adopted to create a dramatically more comfortable interior.

When the COROLLA was first released, drum brakes were adopted for both the front and rear. Midway through the model period, for the first time on a family car, front disc brakes were adopted on some of the models. In addition, safety countermeasures were progressively enhanced during the model period including pull-type recessed outside door handles without projections and 2-point and 3-point seatbelts. Original safety designs were also incorporated such as 2-speed wipers, an impact absorption steering wheel and column, headrests, and parking brake warning lights. Looking at the safety features standardized in this 1st generation to meet US standards, and in anticipation of expanding exports, it is apparent that safety has always been an important factor for the COROLLA.
Other Technologies and Equipment

● Curved glass surface that does not compromise the gently rounded lines of the semi-fastback design

● Sporty round meters replacing the conventional boxy (radio type) meter design
● Reversing lamps in consideration of safety when backing up
● Front passenger side key cylinders and Symmetrically shaped keys to increase practical utility
● Detachable rear view mirror

● ４-way hazard flasher
● Partially reinforced windshield glass

● Side ventilator


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Major Specifications

*The specifications listed here are for the displayed vehicle (shown in the photo on the left) at the Corolla 40 year anniversary event held in August 2006 in Tokyo, Japan.


Specifications of displayed vehicle : 1st generation
Model code : KE10-N
Grade : Hi-deluxe 2-door sedan (w/floorshift)
Model year : 1969
Vehicle price (JPY) : 525,000
Vehicle weight (kg) : 730
Minimum turning radius (m) : -
Overall length (mm) : 3855
Overall width (mm) : 1485
Overall height (mm) : 1380
Wheelbase (mm) : 2285
Min. ground clearance (mm) : -

Interior dimensions: 　
length (mm) : 1670
width (mm) : 1240
height (mm) : 1125
Passengers : 5
Engine type : K-D
No. of cyls & arrangement : Water cooled, inline 4-cylinder OHV
Fuel : Gasoline
Engine displacement (cc) : 1077
Fuel consumption (km/L) : 22
60 km/h constant speed driving : -
10 mode fuel efficiency : -
10.15 mode driving : -
Transmission type : 4-speed manual w/floorshift
Drive train : FR
Max. output : 64PS / 6400rpm

Vehicle Diagram and Dimensions

Secret of COROLLA

Whereabouts of the first production model COROLLA
The first ever COROLLA received tremendous attention as a revolutionary family car built by Toyota to be introduced to the world. The very first production model was celebrated with spectacular fanfare and ceremony as it rolled off the production line. However, no one knows the current whereabouts of this very first COROLLA.


Uneasiness from the 0.1-liter advantage
At the time, standard engine displacement of family cars from other manufacturers was 1.0-liter. So, to ensure that the COROLLA maintained product superiority, the engine displacement was hastily expanded from 1.0-liter to 1.1-liter. However, the salesmen at that time were uneasy about this "extra" 0.1-liter, because it meant COROLLA customers had to pay "extra" taxes. However, after the COROLLA's release, that uneasiness disappeared ― the COROLLA, and its 1.1-liter engine was well accepted by many customers, and ultimately the concerns proved entirely unfounded.