With 50 million units sold since its debut, the Toyota Corolla is the best-selling automotive nameplate of all time. It’s the default. The everycar. The number-one recommendation for anyone who needs transportation and doesn’t give a damn about cars. It’s weathered technological shifts, the rise of the SUV, and Toyota happily sells over a million a year on the regular. Holding all the records, it’s the Lewis Hamilton of cars. Today, we’ll look at just how far it’s come.
This is Then And Now, the recurring feature where we look at the big-name long-running models and examine how they’ve changed as the world changes around them. The glass-smashing Jeep Grand Cherokee was the last model under the Then And Now microscope. Today, we’re putting Toyota’s grand all-timer on the stand.
We’ll look at what you got all the way back in the 1960s, and what a Corolla offers today. Whether the car is still good value, or whether it’s better than ever. We’ll also explore how the Corolla shapeshifted so drastically over the decades. Let’s get started!
Price
The Toyota Corolla was first released in 1966 in its home market of Japan, with exports starting later that year to countries like Australia. It finally hit the US in 1968, which is where we start our examination. Prices started at just $1,780 for the base model, equal to $16,127 today—cheaper than even a Mitsubishi Mirage is today. It was seriously price competitive with the VW Beetle in its era, which came in at a slightly higher price according to contemporary media. Meanwhile, the median family income was $8,630 in 1996, equivalent to $78,191 in 2024 dollars.
The 2025 Toyota Corolla, which is on sale now, starts at $23,310 by comparison. That’s quite a bit more expensive than the 1968 model, accounting for inflation. As for median family income, that was pegged at $74,580 in 2022. That’s the closest year we currently have data for, and adding inflation in the last two years, it’s equal to $79,083 today.
Long story short, you’re paying a lot more for a Corolla today than you were way back when. Comparing base models to base models, you’re spending an extra $7,000 or so. Price is just one indicator of how the Corolla has shifted over time. Once marketed as a very cheap, very small car, today it sits somewhat higher in the pecking order. Both the Toyota and Corolla names carry a certain weight, and they live a good cut above cheaper subcompacts in the marketplace.
Dimensions
Many nameplates have undergone significant bloat over the years, and the Corolla is absolutely among them. When the Corolla first dropped in Japan, it was as a two-door. A four-door sedan and a three-door “light van” configuration came later, along with the sportier Sprinter coupe. Ultimately, the two-door bodystyle was the predominant one early on. It also only seated four—not unusual for small cars of this era.
The original two-door measured just 151.4 inches long. Meanwhile, the twelfth-generation model on the market today comes in much larger. The five-door hatch measures 169.9 inches from front to back. The modern four-door sedan comes in at 182.3 inches—a full 2.5 feet longer than the 1968 original. Here’s what that looks like:
In any case, the Corolla has grown much wider over the past 57 years—from 58.5 inches wide to a full 70.1 inches today. That’s almost a whole foot! It seats five these days, which is much easier with all that extra lateral space.
Meanwhile, height has barely changed—the modern one measures 56.5, roughly two inches taller than the 1968 model. A late 1968 review from Car and Driver, however, noted that the sportier Sprinter model was a damn sight shorter at just 53 inches, compromising things for taller drivers:
At $1796 the Corolla Sprinter is an attractive automobile if your size (and its) permits, and if you’re not irrational about headroom. If you are irrational about headroom there is always the 2-door sedan for $1666 which isn’t a bad alternative. Of course the price is really just a little higher because the importer, being a shrewd businessman, knows that the Corolla will move at a higher price so they’re all being brought into the country with the optional tinted glass, whitewall tire and anti-freeze, for which you must pay extra. Even so the price on our test Sprinter, which included a radio and dealer preparation. was only $1965.
Power & Weight
Cars were altogether simpler way back when, particularly in the engine department. The 1968 model ran a 1.1-liter inline-four engine, good for 60 horsepower and 61 pound-feet of torque. This was a relatively weedy figure, but Toyota took the leap of fitting a four-on-the-floor manual transmission to make the best use of all of it. Later on, you could have a two-speed Toyoglide automatic. Weight was a hilarious 1,680 pounds. Most notably, drive was sent to the rear wheels—front wheel drive wouldn’t come to the Corolla platform until the mid-1980s.
Today’s Corolla has altogether fancier drivetrain options. The base model features a 2.0-liter four-cylinder engine paired with a CVT transmission; it’s good for 169 horsepower and 151 pound-feet of torque. It’s quite a lot more powerful than the original 1968 car, but it’s heavier, too. Weighing in at a hefty 3,029 pounds, it’s almost twice as heavy as the debut model.
Alternatively, you can go with the hybrid Corolla, which combines a 1.8-liter inline-four with a CVT and three electric motors, one of which drives the rear wheels to give the car a basic AWD capability. Total combined peak output of the system is 134 hp and 156 pound-feet of torque. All that extra equipment increases curb weight, too, up to 3,218 pounds. We should also tip our hat to the Toyota GR Corolla, which is kind of its own thing. The sports model offers a mighty 300 horsepower and 295 pound-feet of torque from a 1.6-liter turbocharged inline-three. You can have it with a 6-speed manual or an 8-speed auto, and all the AWD gear pushes curb weight up to 3,273 pounds.
Long story short, the modern base Corolla is a powerhouse compared to the original. With 169 hp, it has almost triple the output of the 1968 model at 60 hp. The GR Corolla has five times as much. Despite the heavier curb weights of modern models, they’re still much quicker than the original. The 1968 model had just 0.035 horsepower per pound. In contrast, a modern base model Corolla has a power-to-weight ratio of 0.056 by comparison. The GR Corolla betters that to 0.091 horsepower per pound, which is everything when it comes to acceleration.
What does that mean in the real world? The 1968 model would hit 60 mph in about 17 seconds, according to Road and Track back in the day. The hybrid will do zero to 60 mph in 9.0 seconds, while the base model with the more powerful 2.0-liter engine will do it in 8.3 seconds. As for the mightier GR Corolla, you can slash that t0 4.9 seconds.
Fuel economy has gotten better, too. The original Corolla is so old that the EPA wasn’t tracking figures back then, but Road & Track tells us that you could expect 24-30 mpg in “normal driving.” The 2025 model will hit 35 mpg combined with the 2.0-liter engine, while hybrid models push that to 44 mpg. The GR Corolla, however, comes in a little thirstier at just 24 mpg combined, or 22 mpg with the automatic. Unlike the rest of the range, it also requires premium gasoline.
Options
The original Corolla was basic, to be sure, but not underequipped for a compact from the 1960s. As standard, it came with a locking gas cap, cigarette lighter, heater with two fan speeds, and wheel covers. Road and Track called it “exceedingly well finished” for its “flawless” paint and quality interior trim. It wasn’t luxurious, but it was good. As a sign of the times, there were no rear seatbelts as standards, though some first-gen models would come with rear lap belts later on.
There was no standard radio fitted in those days. An AM radio was an option, and you could also get a stereo eight-track tape player. Air conditioning was also on the options list, as was the two-speed Toyoglide automatic, tinted glass, white-wall tires, and fully reclining seats.
In comparison, the 2024 Corolla is positively chock-full of standard equipment. For the base model LE trim, you get automatic climate control, power mirrors, keyless entry, electric parking brake, and an 8.0-inch touchscreen infotainment system. Wireless CarPlay and Android Auto are standard, as is the Toyota Safety Sense 3.0 suite—including radar cruise control, collision warnings, lane departure alerts, and all that.
If you’ve got money to spend, you can option out your Corolla quite nicely. You can upgrade to a 10.5-inch touchscreen infotainment system, with a nine-speaker JBL premium sound system also on offer on top models. You can also specify packages with niceties like heated rear-view mirrors, blind spot warning indicators, illuminated vanity mirrors, wireless phone charging, and even a power moonroof. Other options include a premium instrument cluster and heated power-adjust seats up front.
Bloat It Up A Notch
The Toyota Corolla followed a very similar path to the Honda Civic, which we’ve looked at previously. As one of the harbingers of the import storm that rocked the American auto industry, it offered reliable transportation at a great price. It came out as a cheap, bottom-of-the-range model with no frills and a diminutive form factor. At the time, it raised questions as to whether it was suitable for American driving, with its small engine, low top speed, and tiny size. And yet, it quickly found favor, and was a solid foothold for Toyota in the US.
In the decades to follow, the Corolla changed with the market around it. It gradually grew in size, soon accommodating five instead of four. It adopted front-wheel-drive to maximize space for passengers and cargo. As it evolved, it eventually left a gap in the market for a smaller sub-compact—a space that would eventually be filled by cars like the Echo and Yaris. They became Toyota’s answer to entry-level cheap transportation, and the Corolla became a more well-rounded family car rather than a bargain basement option.
The world has changed a lot since the Corolla’s introduction all those decades ago, but its core value has kept it alive and thriving. Countless nameplates have fallen by the wayside as customers abandoned traditional cars for SUVs. As hatchbacks and sedans have grown rarer in some lineups, the Corolla has persisted. That’s mostly down to what it stands for. The names Toyota and Corolla are both etched into the public psyche as bywords for vehicles that simply don’t quit. Run them long, run them hard, give them the bare minimum of attention—and you’ll generally get years of faithful service without complaint. Even as trends have changed, people still see the value in a reliable, trustworthy Corolla.
With the Corolla, Toyota built reliable, comfortable family transportation at an affordable price. In all the decades that have passed, it’s continued to do so, and it’s yet to build a real dud. With each successive generation, it’s built up the trust that keeps these cars selling year in, year out. All it has to do is keep meeting that basic expectation, and the Corolla will live for eons to come.
Image credits: Toyota
after almost 2 years of ownership, I heart my GR Corolla and regret nothing. would buy again, A+++.
Owned two of these. Both 1971. A wagon and the sporty coupe model.
Both were totally bullet proof, and delivered 34-35 mpg on the Interstate.
And doing 75 mph was no problem either.
The new ones may be great cars.
But I have no interest in them at all.
One day I may need another cheap car.
Maybe then will reconsider the Corolla but?
Worth noting that that 25-30 mpg had apparently increased to 37mpg by 1973 when people started caring.
I owned a white 69 Corolla for many years and adored it, but a highway car it was not. Likely the most bulletproof motor ever made (slant 4, 5 main bearings) that often got over 35mpg. The new Corollas may be superior in almost every sense, but if I had some cash sitting about I’d buy that 69 all over again and stance it low with a set of 60 series mags.
unrelated but related, I’m shocked by the sedan being more than a foot longer than the sedan, yet has 1 ft3 less interior volume. I don’t think I’ve paid attention to this before but how many other cars extend their front overhang relative to the wheels between the sedan, hatch, and coupe models?
This illustrates just how far cars have come over the decades. The new one is 40% more expensive, but these vehicles can’t be meaningfully compared. There is nothing about the original that is even close to as good as the new one (the new one even looks better than the original, which is kind of unusual).
It would be interesting to see this comparison written about other generations of the Corolla in addition to just the first. It is expected a ’60s vehicle will be primitive compared to any modern vehicle, but I’m curious how an ’80s or 2000s Corolla would measure up.
The neighbor who drove us to elementary school had a corolla some time in the ’70’s. It was the first manual car I remember riding in, and even then as an inexperienced boy I knew he shouldn’t be in third gear before exiting an intersection. He spent less than two seconds in each of the first two gears and it made me grind my teeth. Still, it was such a boxy and honest little car I kind of fell in love with it.
The Corolla hatch is pretty nice and is about as small a car you can buy now, significantly shorter than the sedan. However, it’s basically impossible to find one in our area. My sister was recently shopping and couldn’t get her hands on one to test drive. So she went with an Impreza.
Would be really nice if Toyota committed to making enough of them.
that is the problem my parents and I ran into when trying to find one for my mom, people obviously want them, but they don’t make them!
all of the ones we found were already claimed, and my dad just put feelers out to several local dealers that we were looking and they all said the same thing about not getting many.
Eventually we did find a nice red one after one dealer called and said they just got it in, even though she really wanted the two-tone black/white, she’s quite happy with it, they are really nice.
Editing opportunity – Transposed 1969?
“median family income was $8,630 in 1996”
I think we should do these comparisons not based on the model name but on the segment they were placed. A ’68 Corolla is closer to a Yaris, or even an Aygo than to a modern one.
A Corona or Crown would be a better comparison to a 2024 Corolla given their size and comparable options (for the era).
Exactly.. It would also be interesting to dig into what was available for the reverse inflation calculator. Ex. the new Corolla is $24k, $2600 in ’68 money what could that get you?
I think it’s actually remarkable how much more car you get now, even it it’s “bloated”.
Yeah but, if you roll the price and weight backwards to 1968 you could be riding in a V8 Camaro or similar. Times change, cars change, prices change, the name stays the same. What’s next a Honda Odyssey comparison? (-;
But name staying the same means little nowadays. If you don’t believe me ask Mitsubishi what happened to the Eclipse.
I mean, in some cases the comparison makes sense and it’s a fun exercise, like Mini vs Mini, Fiat 500 vs Fiat 500, but a Corolla is absolutely not in the same market position it was back in ’68. There was nothing smaller, cheaper or more basic than it back then. Now there is the Yaris, the Aygo and the iQ, at least.
The iQ is (unfortunately) long dead now…
It might be a better car comparison, but we don’t get the Yaris in the US anymore, so the price comparison doesn’t work.
Wow, even the passenger-side mirror is now standard.
Dual overhead sun visors!
I had a ’69 Corolla sedan and it was a damn good car for such a cheap thing from that era. It was obviously very carefully designed. It was just a little cramped in the driver’s seat.
Now I want to find a first gen sprinter…
Or even a nearly last Gen Corolla Liftback 1.8. I think they could be had through the gray market, but being aussie only, I suppose they would be cost prohibitive.
I feel like these comparisons would be more useful if they pitted the current version of a particular car against the 1990s version that everyone is nostalgic for.
1968 is so long ago that very little about the vehicles or broader market is comparable anymore.
I’d like to see more about the car that filled the Corolla’s place in the market and how it compares too (i.e. the Yaris)
I’ve never been a freak for Corollas… I mean, they’re fine, and some have even risen to the level of appealing, and yes: I appreciate Toyota reliability and value-for-money of course, but there always seems to have been something else I’d rather own and drive.
However, the current-gen Corolla hatchback is really a decent-seeming vehicle. Yes, the insane GR version moistens my nethers a bit, but the regular/base hatch is much more suited to my middle-aged temperment. It’s like a Golf, except with a slightly less impressive interior and vastly improved long-term reliability.
If Toyota made a two-door of it (which of course they won’t) and offered it with a stick (Nissan still does this on the base Versa) it’d pretty much be irresistible to me. Still, I’ll probably have to keep my eyes open for a used one a few years from now.
Even a hybrid hatch would be tempting, especially with the more powerful drivetrain from the Corolla Cross. The back seat isn’t that roomy, but it’s ten inches shorter than the current Civic hatch, which is an acceptable tradeoff for those of us without families or friends.
What friends I’ve got are all my own age or older than me, so I’d never subject them to a backseat. Hence my not needing/wanting another pair of doors (and window regulators, etc…) to deal with when the car is 20+ years old). And yes, a hybrid hatch would be very tempting too. 🙂
In Europe you can get a 5 door or estate Corolla with a 195bhp Hybrid engine.
Yah, Europe always gets the more interesting versions. 🙁 They can have the Prius in the awesome metallic yellow too, which is prohibited to Americans.
They also have that in Canada, which makes no sense to offer it there and not here. Toyota is weird sometimes.
It drives me nuts that they don’t offer the hybrid hatch here. It’s a thing in Europe and Japan, so they just intentionally decided not to offer it here.
An AWD hybrid hatch would likely be too tempting for me, and would probably be in my garage already if they offered it (and one could be found in my area, which likely wouldn’t be the case given how few Corolla hatchbacks my local dealerships seem to get).
It’s like the equivalent of Skoda for Europeans: the concept makes a lot of sense but you don’t really fancy one…
I like the Corolla hatch, and almost picked one up. But the outward visibility is terribly compromised. Coming from a VW Golf, which has fabulous visibility, I couldn’t bring myself to sit in a vehicle that left me feeling like I could possibly lose a work van from behind the A-pillar.