Was the Toyota Corona sold in the US?
The Corona was indeed sold in the United States, but only for a brief period in the mid-1960s and in limited numbers. It faded from US showrooms as Toyota refocused its lineup around the Toyota brand and the rising popularity of the Corolla.
A brief US introduction
The first wave of Corona imports to the United States occurred during the mid-1960s. Toyota’s US distributor operated under the Toyopet banner at the time and offered several Toyopet models, including the Corona, through a relatively small network. The Corona aimed to provide a mid‑size sedan option, but it faced branding and market-fit challenges that limited its success in the American market.
The following timeline summarizes when the Corona appeared in the US market and how long it lasted:
- 1964–1966: The Toyopet Corona is imported and sold in the United States through a limited dealer network, under the Toyopet brand.
- 1967–1969: Toyota reorganizes its US branding toward the Toyota name, and the Corona is gradually phased out as the Corolla and other models take prominence.
In short, the Corona did reach US buyers, but its presence was short-lived and it did not become a lasting part of the US Toyota lineup.
Why the Corona didn’t endure in the US
Several factors contributed to the Corona’s brief run in the American market. The following points explain why the model did not persist long in the United States:
- Branding confusion: The use of the Toyopet name alongside the Toyota brand created mixed perceptions among US buyers.
- Marketing and dealer support: The Toyopet network offered limited marketing reach and service for mid-size sedans, affecting visibility and confidence.
- Competition and positioning: The US market increasingly favored the Corolla for its affordability and efficiency, while mid-size models faced tougher competition.
- Strategic shift: Toyota pivoted its US strategy toward the Toyota brand and the Corolla, which later evolved into broader product lines including the Camry, rather than maintaining the Corona in North America.
Today, examples of the early Toyopet/Corona era are of interest mainly to car collectors and historians, as they mark a transitional period in Toyota’s approach to the US market.
Summary
The Toyota Corona did reach the United States in the mid-1960s, but its US run was brief and limited in scope. The brand transition to Toyota in the US and the rise of the Corolla led to the Corona’s withdrawal from the American market by the end of the decade. The Corona’s US chapter remains a notable footnote in Toyota’s global model history.
