Corolla Confronts Sales Slowdown

AMERICA 123 · 06-23-2008, 12:27 AM

Quote:

Corolla Confronts Sales Slowdown

http://adage.com/article?article_id=127931

Rare Stumble Surprises Industry as New Model Fails to Win Young Buyers

By Jean Halliday

Published: June 23, 2008

DETROIT (AdAge.com) -- The Toyota Corolla looks to be running out of gas.

While it's still America's fifth-best-selling car < only if you include the MATRIX>, in the first five months of this year, the brand hit a rare bump.

Automotive News figures show that combined sales of Corolla and Matrix, a hatchback based on the Corolla sedan, slipped to 152,308 units vs. 165,722 for the same period a year ago.

And in fact, despite a new model introduced with great fanfare during the Super Bowl, Corolla is being outsold by the older Honda Civic, redone in 2006.
Experts blame a number of factors, including uninspired design of the new 2009 model and a flawed ad strategy that didn't resonate with Corolla's target audience.

And while Corolla is maintaining customers, the new model isn't drawing new ones.

Quote:

Then there's the issue of Corolla's aging consumer base. "I'm not convinced the advertising is going to bring in new buyers" for Corolla, Strategic Vision's Mr. Edwards said. He said the average age of the Corolla driver has risen every year since 2006, when it was 49, to this year's 52. Ditto for Yaris, whose average buyer age rose to 48 from 44 last year.

"I don't think Toyota is immune to pitfalls," he said

Corolla will be more than stale - in less than a year - maybe by this fall.

FenwickHockey65 · 06-23-2008, 12:49 AM

Hey toyota...maybe if the car actually looked good, people would buy it. Ever think about that?

ronald mcretard · 06-23-2008, 01:28 AM

I wonder if the Corolla is down because a lot of people that would have bought one are now buying used cars instead to save some cash.

vsd · 06-23-2008, 01:31 AM

It's no surprise Honda is beating it, the new Corolla is the definition of boring, they could have at least thrown in the interior the rest of the world gets on the upscale models.

Ttple · 06-23-2008, 01:37 AM

I keep hearing that the steering on the new Corolla is terrible. They really should address the problem, pronto.

kilcher · 06-23-2008, 01:59 AM

Quote:

Originally Posted by ronald mcretard

I wonder if the Corolla is down because a lot of people that would have bought one are now buying used cars instead to save some cash.

I don't know how well the Yaris is selling but I'm guessing that's taking a chunk of sales too (and perhaps Scion to a lesser extent).

eurohazard · 06-23-2008, 02:29 AM

The new Corolla is lame IMHO. Whatever you guys do.....do not scroll down further on the link the OP posted. There's bad news about GM crossovers (Outlook, Enclave etc).

I-Love-Pontiac · 06-23-2008, 03:47 AM

Quote:

Originally Posted by FenwickHockey65

Hey toyota...maybe if the car actually looked good, people would buy it. Ever think about that?

Well it must look pretty damn good then because it's still selling like hotcakes.

Koasterking · 06-23-2008, 04:49 AM

Just out of curiosity, what are the sales total for the Cobalt? The reason I ask is because that car is selling so well they had to hire more workers. I would like to see a sales comparo of the Cobalt va. the Corolla.

**Rex Raider** · 06-23-2008, 05:12 AM

They're selling pretty darn good at my dealership.

plane · 06-23-2008, 07:18 AM

Quote:

Originally Posted by Rex Raider

They're selling pretty darn good at my dealership.

Proof yet again that you are physically, mentally and morally incapable of separating your comments on this blog from your employment at Toyota.

It's called cognitive dissonance.

As far as sales go, the market will reward exceptional products that provide value that exceeds cost. Toyota has remained stagnant while other manufacturers have advanced.

Plus, did you see the Matrix review that Baja posted? When plastic pieces break off during the review, that's generally a bad sign.

Ach · 06-23-2008, 07:27 AM

Civic, Mazda 3, Rabbit, Focus...all would be ahead of the Corolla on my list. There are just a lot of interesting choices in this segment right now.

jkennedy293 · 06-23-2008, 08:11 AM

If you want to see why sales are down, just look at the avg age of the buyer. These are the people finalizing retirement plans.

Toyota just doesn't speak to the younger buyers anymore. Honda, Nissan, Mazda all have a sporty, energetic, performance model in their lineups to appeal to the youth market. Toyota's reliance on CR and reliabilty studies will eventually lead it down the same path as Buick.

Hitman1970 · 06-23-2008, 08:17 AM

Quote:

Originally Posted by eurohazard

The new Corolla is lame IMHO. Whatever you guys do.....do not scroll down further on the link the OP posted. There's bad news about GM crossovers (Outlook, Enclave etc).

Does anyone know if any of this had to do with the American Axle strike and availability of units to be sold?

Citation84 · 06-23-2008, 08:25 AM

What ? Couldn't be the dorky re-styling and the blisters over the head and tail lights could it?

Maybe it's the interior plastics that look every bit as bad as was claimed about ANYTHING GM used in the 80s.

It just LOOKS cheap. The previous one had [and still does] a very elegant look and appeared more expensive than it was. I had even considered buying one. Sat in the new one and was truly turned off.

Maybe the potential buyers of the 08 are looking at the previous generation and simply buying USED Corollas.

06-23-2008, 12:49 AM	#2 (permalink)
FenwickHockey65 6.0 Liter LS2 V8 Join Date: Dec 2007 Location: West Chester, OH Drives: Chevrolet Malibu LS, GMC Envoy SLE, GMC Sonoma SLS Posts: 4,858	Re: Corolla Confronts Sales Slowdown Hey toyota...maybe if the car actually looked good, people would buy it. Ever think about that? __________________ Proud to drive American. Proud to drive GM. Current Cars: 2007 Chevrolet Malibu LS: 2.2L ECOTEC I-4 2003 GMC Envoy SLE: 4.2L Vortec 4200 I-6 1998 GMC Sonoma SLS Ext. Cab: 4.3L Vortec 4300 V6 Former Cars: 1993 Saturn SW2 (1993-2006, 243,000 miles) 1989 GMC Safari SLT (1989-2003, 293,000 miles) Future Car: 2010 Chevrolet Camaro LT RS: 3.6L DI VVT V6

06-23-2008, 01:28 AM	#3 (permalink)
ronald mcretard 6.0 Liter Vortec V8 Join Date: Mar 2007 Location: Los Angeles Posts: 1,644	Re: Corolla Confronts Sales Slowdown I wonder if the Corolla is down because a lot of people that would have bought one are now buying used cars instead to save some cash.

06-23-2008, 01:31 AM	#4 (permalink)
vsd 6.2 Liter Vortec V8 Join Date: Apr 2005 Location: Under the California Sun Posts: 2,692	Re: Corolla Confronts Sales Slowdown It's no surprise Honda is beating it, the new Corolla is the definition of boring, they could have at least thrown in the interior the rest of the world gets on the upscale models.

06-23-2008, 01:37 AM	#5 (permalink)
Ttple 3.6 Liter V6 Join Date: Jun 2006 Posts: 1,205	Re: Corolla Confronts Sales Slowdown I keep hearing that the steering on the new Corolla is terrible. They really should address the problem, pronto.

06-23-2008, 02:29 AM	#7 (permalink)
eurohazard 3.9 Liter V6 Join Date: Jun 2008 Location: Travis AFB, CA Posts: 939	Re: Corolla Confronts Sales Slowdown The new Corolla is lame IMHO. Whatever you guys do.....do not scroll down further on the link the OP posted. There's bad news about GM crossovers (Outlook, Enclave etc). __________________ - 1971 Cadillac Coupe DeVille, 110k miles - 2006 Nissan Armada 4x4, 27k miles - 1993 Toyota Camry I4 AT, 179k miles - 2007 Coachmen 19flb travel trailer - 2007 Regal 1900 boat: 225 hp FI V6 (GM 4.3)

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06-23-2008, 04:49 AM	#9 (permalink)
Koasterking 5.3 Liter Vortec V8 Join Date: Jan 2007 Location: Hunterdon Co., NJ Drives: 2004 Scion xB Posts: 1,427	Re: Corolla Confronts Sales Slowdown Just out of curiosity, what are the sales total for the Cobalt? The reason I ask is because that car is selling so well they had to hire more workers. I would like to see a sales comparo of the Cobalt va. the Corolla. __________________ -"Rose, were you able to find a caterer for the banquet, yet?" -"No, not yet. Oh, but I did find out that Baked Alaska can actually be made locally!" -"Rose, I have an even bigger scoop for you. Mars Bars are made right here on Earth!" G.G.

06-23-2008, 05:12 AM	#10 (permalink)
Rex Raider Administrator Join Date: Jan 2003 Location: Toronto, Canada Drives: 2009 Camry Hybrid (company car) Posts: 11,733	Re: Corolla Confronts Sales Slowdown They're selling pretty darn good at my dealership. __________________ Sure, I drive a Toyota, but at least I don't have to pay for it.

06-23-2008, 07:27 AM	#12 (permalink)
Ach 5.3 Liter Vortec V8 Join Date: Mar 2006 Drives: Ford SVT Contour BMW 635CSi Posts: 1,267	Re: Corolla Confronts Sales Slowdown Civic, Mazda 3, Rabbit, Focus...all would be ahead of the Corolla on my list. There are just a lot of interesting choices in this segment right now. __________________ The Fleet: 2007 Lincoln MKZ 2000 Ford SVT Contour 1998 Jeep Grand Cherokee 1985 BMW 635CSi The Past: 1997 Lincoln Mark VIII LSC 1995 BMW 530i 1998 Olds Aurora 1994 Infiniti Q45t 1988 Cadillac Sedan DeVille 1989 Acura Legend Coupe L 1989 Olds Eighty Eight Royale

06-23-2008, 08:11 AM	#13 (permalink)
jkennedy293 3.6 Liter V6 Join Date: Mar 2007 Location: Holly Springs, NC Drives: '03 Cavalier Posts: 1,161	Re: Corolla Confronts Sales Slowdown If you want to see why sales are down, just look at the avg age of the buyer. These are the people finalizing retirement plans. Toyota just doesn't speak to the younger buyers anymore. Honda, Nissan, Mazda all have a sporty, energetic, performance model in their lineups to appeal to the youth market. Toyota's reliance on CR and reliabilty studies will eventually lead it down the same path as Buick.

06-23-2008, 08:25 AM	#15 (permalink)
Citation84 2.0 Liter Supercharged ECOTEC Join Date: Mar 2003 Location: Van Nuys CA Drives: 2005 Saturn ION 1995 Saturn SL1 1963 Plymouth Va Posts: 144	Re: Corolla Confronts Sales Slowdown What ? Couldn't be the dorky re-styling and the blisters over the head and tail lights could it? Maybe it's the interior plastics that look every bit as bad as was claimed about ANYTHING GM used in the 80s. It just LOOKS cheap. The previous one had [and still does] a very elegant look and appeared more expensive than it was. I had even considered buying one. Sat in the new one and was truly turned off. Maybe the potential buyers of the 08 are looking at the previous generation and simply buying USED Corollas.

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