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  • First Drive: 2019 Toyota Corolla Hatchback

    Subcompact aimed towards driving enthusiasts

    By Nina Russin

    2019 Toyota Corolla Hatchback

    2019 Toyota Corolla Hatchback

    This summer an all-new hatchback replaces the Corolla iM: a car developed for Europe and initially sold in the US under the Scion nameplate. The new hatchback reflects a serious commitment stateside to a segment currently dominated by Honda and Mazda, delivering a product that goes head-to-head against the Civic and Mazda3.

    “Our competition, especially the Civic, has a unique family story. We’re doing the same thing,” explained Jordan Pauly, vehicle marketing for Toyota.

    “In this diverse segment, we are looking at buyers aged 18-35, multicultural, half male and half female. Not one vehicle fits all. The group is interested in utility but does not want the size or higher price of a SUV,” he continued.

    Toyota hopes buyers will see the new hatch as an affordable, fun-to-drive alternative, and is developing aftermarket parts under the TRD brand to encourage customizing. The automaker is campaigning a Formula Drift car based on the production car built by Stephan Papadakis and driven by Fredric Aasbo, to whet the appetite of driving enthusiasts. Read the rest of this entry »