Word: toyopet
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Toyota has its own reason for smiling. All this is a long way from the company's modest U.S. debut in 1957, when the first Toyopet Crowns--woefully underpowered tadpole-shaped vehicles--were unloaded from the freighter Toyota Maru in Long Beach, California. Yet even as Toyota improved its cars and gained market share, the company remained reluctant to build them on American soil. Not until 1985, when Honda and Nissan were already producing cars in the U.S., did Toyota decide to build the Georgetown plant. The company has since been at pains to avoid such stereotypes as those spoofed...
...biggest Japanese automaker, Toyota Motor Co. (fiscal 1959 sales: $159 million), whose Toyopet was once the tinny target of G.I. gibes ("If you strip off the door lining, you can read the beer-can labels"), streamlined Toyopet to resemble in performance and size a compact U.S. car (14⅓ ft. long v. Rambler's 14½ ft.). The four-door, six-passenger Toyopet has a 65-h.p. motor, does more than 30 miles on a gallon of gas, sells for $2,239 at port of entry...
...Japan's Toyopet Crown Custom, a four-cylinder, four-door family car with top speed of 80 m.p.h., and 33 miles per gal. Price...
...Worlds. Profiting by this change, foreign manufacturers have poured into the U.S. market. West Germany led with the Volkswagen (1958 sales: 102,035), France sent the Renault (47,567), Italy the Fiat (23,000), Britain the Hillman (18,663). Japan has entered the U.S. market with its Toyopet, Sweden with its Volvo. Italy has just brought out a sleek new Fiat, and the Dutch announced only last week that they will soon bring their brand-new Daf into the U.S. market. Even the babies of the import family, e.g., West Germany's tiny Isetta and Goggomobile, found a market...
Sitting in the rear seat of a small Toyopet car, the director of the Imperial Household Board rode last week across the moat surrounding the Imperial Palace and was whisked along Tokyo's streets to the Gotanda district. The car drew up before the high-gabled, ten-room house of Hidesaburo Shoda, president of the Nis-shin Flour Milling Co., the largest in Japan...