Word: toyopet
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Dates: during 1950-1959
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...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...
Even Japan is hustling to get into the race. Though the industry produced only 42,597 passenger cars last year, automakers plan big things. Toyota Motor Co., which makes a sturdy Toyopet sedan (30 miles per gal.) for $2,222, has shipped 800 cars so far this year, including 150 to Hawaii. Japan's other major producer, Nissan Motor Co., with a smaller Datsun sedan (40 miles per gal.) for $1,762, has sent out another 800 to Hawaii and the West Coast. The reception was so enthusiastic that the two companies see a U.S. market of 500 cars...