The ToyoPet Part 1

Toyopet

Going on sale in July of 1958, the Toyopet was the first Toyota vehicle sold in America. Chrome-laden with a distinct American look, the modified 1959 Toyopet was praised for its ruggedness, durability, and small size. However, it was overpriced, underpowered, forthe U.S. market, and lacked the “creature comforts”of other vehicles. After stumbling in sales the first two yearsToyota halted passenger car exports to the US altogether in December 1960, until a new car, better suited to America, could be designed. In 1965 Toyota introduced the completely redesigned Toyopet Crown, renamed the Corona.

•

In September 1957 the first two ToyotaToyopetswere unloaded at the port of Los Angeles, representing some of the first Japanese passenger cars ever to be exported to America.

•

Confident in their product, Toyota extended the warranties against defective parts and workmanship for 1959Toyopetsto six months or 6000 miles compared to customary automotive warrantiesat the time of 4000 miles or four months.

•

Testing Phase

When road testing the Toyopet engineers discovered that it did not have enough horsepower to pull the vehicle over the hills near Los Angeles. Under these mountainous conditions, the engine overheated, power plummeted and loud, threatening noises radiated from under the hood.

It was quickly realized that the Toyopet was not engineered for American roads or American drivers. Used as taxis in Tokyo, the Toyopet was ideal for duty on the rough and bumpy roads of post World War II Japan, but unsuited for high speeds and easy steering, weighing over 3,000 lbs and powered by a mere 58 horsepower engine.

As one American executive later observed, the Toyopet was "underpowered, overpriced ($700 more than the number one import Volkswagen) andbuilt like a tank." Additionally, it was plain, uncomfortable and had seriousmechanical shortcomings.

American Sales Administrator James F. McGraw, hired by Toyota for their US division, had issues with the name “Toyopet.”He claimed that the name was all wrong, stating that “Toy”sounded like a toy, and toys break, and “pet”sounded like a dog. Other American executives concurred.