At present, Toyota has a US Museum located in Torrance, California. The museum is not open to the public, but last year they offered local residents a week long open house. With Toyota’s impending move, I’m sure these cars will relocate to Dallas, and that open house was probably my last chance to enter this hallowed hall.
Since older Toyotas are so scarce in most parts of the country, many of you haven’t seen these cars for many years. As an extreme example of scarcity, this Toyopet represents the first model Toyota offered for US sale back in the late fifties. It was such a failure that Toyota dropped cars from the US market, only offering the LandCruiser for several years while they developed cars better suited to US highways.
This Tiara represented their next entry, and it proved more successful. Still, sales were very lean. According to Wikipedia only 318 of these vehicles were sold in the United States.
This Stout pickup also added to Toyota’s US sales totals in the 1960s. While it looks similar to the Toyota Hilux offered in the seventies, the Stout was one step up in size. The crystal ball gazers in product planning decided the smaller Hilux was a better size for the US market, and Toyota dropped the Stout in 1969.
The product planners laid down a solid double with the Hilux, and they slammed a home run with the Corolla. First built in 1966, the Corolla took the US by storm, and allowed Toyota to shoot past the competition (including those pesky VW bugs) to set their flag on top of the import mountain for the ensuing 45 years.
To demonstrate how significant this Corolla was, the museum displays a second example. This red wagon demonstrates Toyota’s successful formula. Working with a single platform, they created several versions that appealed to different buyers. This 1st gen car lacks the 1,600 cc, 2-TC hemi head engine offered in later Corollas, but it’s so darn cute I’d still like to take it home.
This blue coupe did come with a hemi motor (3-TC, 1800 cc) and is the last generation of mainstream Corollas offered with rear wheel drive. Toyota held onto RWD for it’s sporty Corolla Coupe, but in the next generation base coupes and sedans moved to FWD, never to drive from the back again.
While some may mourn the loss of the RWD Corolla Coupe, Toyota built some very interesting FWD models. This 1987-89 FX-16 came with a DOHC 1600 cc four packing 112 horsepower, giving Toyota an entry into the hot hatch category.
This 1990-91 Corolla GT-S coupe used the same DOHC four upgraded to 135 horsepower- A step up in both power and style. Enthusiasts generally equate “Toyota” with “vehicular appliance,” but these models represent the acme of Corolla performance.
Moving on from Corollas, and stepping back a few years, here’s a relatively rare 1972 Corona Coupe. Paul Neidermeyer wrote an extensive review on this car a few years ago, so I included this perfect example to contrast with the well-worn car from his post: 1972 Corona Coupe.
Along with Corollas and Coronas, Toyota also sold their 5/8th scale Mustang, the Celica. Sharing a platform with the Toyota Carina, and an engine with the Corona, Celica sales grew so quickly the car overshadowed its platform mate. Both cars arrived in 1971, but Toyota dropped the Carina from the US market in 1974, while the Celica stood at the top of its market segment throughout the seventies.
I’m a bit confused by this Celica convertible. This generation Celica was built from 1981 to 1985, and available as a convertible in ’84 and ’85. However, the ’84-’85 models used a modified front fascia with hidden headlights. Since this car uses the earlier pop-up style lights, it could be a prototype model put together by ASC (American Sunroof Corporation), the vendor Toyota used to assemble this generation convertible.
I’d argue that the eighties represented the peak of Japanese creativity. To make my case, I offer this 1982-’86 Tercel four-wheel drive wagon. Taking advantage of the Tercel’s longitudinal drive line, Toyota extended a driveshaft to a differential mounted at the back axle, providing power to the rear wheels. The system locked both axles together, requiring a mechanical disconnect, since 4WD only worked on slick pavement or gravel roads. The wagon sold well, and other manufacturers responded with similar models.
Compare that ’82 wagon to one of Toyota’s recent subcompact offerings. No, not the yellow iQ, this stunningly silver 2000-’05 Echo. Unlike other Toyotas, the Echo struggled in the US market. The Echo was reliable, but that’s about its only praiseworthy feature. Styling, features, and driving dynamics all trailed behind the class leaders. The only thing worse than the Echo’s styling was the name Toyota chose for the Japan market – Platz.
In addition to seventies era cars, seventies era pickups reside in the museum. The Hilux helped establish Toyota in the US market, so the museum includes blue and gray first gen trucks.
Next up, a second gen Hilux resplendent in its seventies era yellow (or is it mustard?).
Followed by a third generation model (now just called the Toyota Pickup) sitting next to a 1989-95 four wheel drive extended cab V-6. While the early trucks share a similar style and size, all bets were off with the 90’s truck explosion. Bigger engines, extended cabs, and automotive inspired interiors all spelled the end of the simple but rugged import pickup.
Speaking of simple but rugged, the museum includes a 1955-’60 J20 Land Cruiser. I’m not sure how rare these truck are, but in a Google image search, this very truck appeared about five times. Jeep CJs of the era relied on F-head four cylinder power, so the OHV straight six in the Land Cruiser helped Toyota generate truck sales.
That same OHV six carried on in the J40 Land Cruisers (built from 1960 to 1984). Toyota has offered the Land Cruiser in the US from day one, and it’s one of the most collectible of all Toyota models. That helps explain why the museum displays four different examples.
Including this cool station wagon. Growing up in Colorado, I saw more Land Cruisers than most folk, but they were mostly the base two-door, not this luxurious station wagon.
This pickup was even rarer. I’m not sure I’ve ever spotted one on the road. Given the original condition and a thorough patina earned through honest work, I’m declaring this truck the Toyota Museum’s official Curbside Classic.
To complete the Toyota “truck” section, I’ve included this 1994 RAV4 three door. There’s nothing very exciting about this “cute ute,” but it’s the first compact SUV offered for sale in the US. A notable milestone, since in the ensuing twenty years, the CUV market share has grown significantly and now challenges sedans for market share supremacy.
Speaking of firsts, the museum could hardly ignore the historical significance of this bulbous roller skate with the tiny tires. While the first generation Prius only gained a toehold in the US market, it sold in far greater numbers than its competition over at Honda. The next generation stepped up the pace, building a market share in its segment that other manufacturers can only dream of. Say what you will, the Prius is nothing if not dominant.
Lexus would like to think this car is dominant as well, but I’m not sure it earns the title. Toyota’s audacious decision to build a super car wearing the Lexus nameplate continues to generate debate among enthusiast. While they may dismiss most Lexus models, the specifications of the LFA demands their respect, if not their love.
Perhaps you spotted the museum’s fourth FJ40 parked behind the Lexus LFA. Toyota built this ride to celebrate their fiftieth year in the US market, and the pickup includes an interesting mix of vintage parts and modern driveline. Rather than a traditional Chevy Hot Rod power plant, Toyota looked to their NASCAR program, and plucked a V-8 out of their racing pickup (the only division they competed in during 2006). Not typical museum fare, but an interesting historical artifact.
To close out the post, I’ve chosen this Lexus show car. I’m not sure what future this car portends, but know this- Show cars may not predict the future, buy today’s best seller is destined to become tomorrow’s historical footnote.
Great photos. This would have been a fun tour; wish I could have taken it too.
Awesome photos! There are some Toyotas I believe should’ve been kept on the U.S. market. For example, I’ve always been fascinated with the Crown. And in particular, the weird looking 1972 MS60 series Crown. For some strange reason, the Crown was never a good seller. Whether it was on purpose, or it simply wasn’t marketed for the North American market.
Other Toyota favourites of mine are the Stout and the Hilux (later simply called the Pickup) truck. I miss the compact pickup truck of the 70s and 80s.
If only I had known ~ I know folks who live in Torrance….
Nice writeup ! .
-Nate
The Echo struggled in the US market for 2 reasons.
1. Looks
2. Price of a Echo was only a $1000 or so from a entry level Corolla
#2 is the same reason that the car next to it(Green Tercel) and the Yaris is has suffered in the US Market, its price point made it a why bother to buy car when you can get a Corolla for not much more money(and during the Toyotathon sales the prices were almost the same)
That awesome looking Land Cruiser pickup reminds me of the Ford Model AA and BB pickup trucks of the 1930’s
Is that a photo of an AA, or just a Model A delivery?
Oh! Oh! They have my Toytruck-the white one. A little bit more chrome, but otherwise the same. I would buy it again. And keep it this time. I hope I still fit… Thanks, Dave, that makes my day!
The last car, the red Lexus show car, looks very similar to the red Lexus in the movie Minority Report, which was supposed to be a 2054 model. It differs slightly in its window and fender shapes and in having real taillights. Perhaps it is an actual, running, road-going car based on the Minority Report movie car?
I continue to be fascinated by the Stout pickup, with its scaled-down International styling. I have never seen one in person.
+1, my sentiment exactly, someone was enamored of those International pickups, only it looks even more underdeveloped!
I did a post on those two trucks a few years back: https://www.curbsideclassic.com/blog/separated-at-birth-1961-ih-c-series-and-1963-toyota-stout/
I used to see Stouts in CA, but it’s been way too long. That’s one still on my CC bucket list.
My uncle had a Stout, a massively overbuilt machine but underpowered. Tractor pullers apparently break fewer Toyota Stout axles than Ford 9″s.
Thanks for the tour, it was interesting to see some of the cars not sold here – including strangely enough the LC40-series station wagon, we only got the 55! On the other hand there are lots of the pickups here of course.
I would love to visit this place! It’s nice to see all those pickups in pristine condition. The trucks that are still on the job (and there are still quite a few) are usually pretty beat up, but still alive!
I’ve never understood why Toyota offered the Carina in the U.S. In other markets, if I’m not wrong, the Carina was sold as a 4 door sedan and even a station wagon. In the U.S. it was sold as a “tweener” car, a car about the size of a Corona but with a Corolla powertrain. Surely, the price gap between the Corona and Corolla wasn’t large enough for this car….to me it seemed like the same thing would be if Ford introduced a car between the Fairlane and the Falcon, at the same time the Mustang was brought to market.
My cousins used to live in Torrance, but they moved away in the late 80s-early 90s. They were staunch Chevy fans, but it would have been nice to (try) and get into this museum on their “coat tails”.
Perhaps when/if it moves to Texas?
Only the two-door sedan was offered. I suspect it was to fill a model gap for a two-door sedan (not a coupe) that was bigger than a Corolla.
In the U.S., pretty much, but in Japan, there were a variety of different body styles, including a two-door hardtop and later (when it went FWD) a four-door pillarless hardtop, the Carina ED.
Toyota sort of came to the same conclusion you did about the Carina. It was supposed to fill the gap between the Corolla and Corona, but that was really slicing the bologna awfully thin even by JDM standards, so later Carinas basically just ended up being platform twins of the Corona, sold through different dealer networks in Japan. (The Carina lasted through 2000 in some markets.)
Quite the assortment of interesting vehicles here – it’s a good thing you were able to snag this tour.
Now knowing the rarity, I feel rather privileged to have seen one of the first Toyopet Crowns on US shores. It’s sitting in a museum in Mississippi.
And, who knew the Stout was one of the first pickups offered in a crew-cab configuration? That body style has been around for quite a while.
About the Prius…whether a person likes them or not, they were groundbreaking. Having driven an early first-gen Prius when it was new, the experience was unlike anything I had ever experienced at that point. And if they are being used as cabs in Chicago (along with Camry’s and various other hybrids), they have to be stout cars to withstand that type of (ab)use.
The Prius is being used as cabs everywhere, they’ve basically replaced the ex-cop Crown Vic as the default taxi. One thing that hasn’t changed is that unless regulations demand otherwise, cab operators prefer to buy used so resale values should stay up there even as oil crashes.
I drove a Prius for the first time ever the other day. One of my kids had one for a few days. I only drove it for a short stretch. Not much of a handler, but fascinating to experience the seamless handoff from electric to IC.
The Prius’s electric-powered steering feels a bit heavy to me, maybe it’s one reason why people find it unexciting to drive. The Honda Insight was said to handle better, but it had terrible rear-seat room & middling economy.
BTW, it seems the Prius’s hatch & hood are aluminum, while the Prius C’s smaller hatch is steel, probably to reduce costs.
Stouts were pretty popular here in NW Oregon. Saw plenty of them as a kid in the ’70s
Very cool selection of vehicles! I was unaware they even made a 4-door station wagon version of the FJ40; at first it looked like some odd hybrid of an FJ40 nose and an FJ55 body.
Never seen a first gen Hilux before. I beg to differ on the first Celica, I’d say it was more directly inspired by the Camaro than the Mustang, particularly in its initial coupe form.
This appears to be a rather complete collection of vintage Toyotas, there are so many familiar faces here from my youth. I saw a clean FX16 yesterday just like the one in the museum, and I’d be glad to have it, along with the blue RWD coupe and the GTS. Here in California, these cars and trucks were everywhere, and I could name someone with a similar example of almost every one of these at some point in their lives. Even a Carina, which isn’t shown here.
Thanks for the tour, Dave.
I saw a Crown (aka Paster Ribbon) around 1960 in Manhattan. It was most likely brought home by a Fort Riley officer after serving in Japan.
What’s the point of a closed museum? Who’s meant to see it? Toyota clearly puts more energy and money into the exhibits than most open museums. (Well, of course. Toyota.)
What’s the point of a closed museum? Who’s meant to see it?
In Japan, both Honda and Toyota have public museums. Here in Torrance, Toyota has saved important pieces of their US legacy.
Any car museum requires display pieces, so this vehicle collection could be the start of something good. While the doors are currently closed, it’s very possible they will open down the road.
Isn’t GM’s heritage collection/museum not open to the public? That is stranger IMO
Nice to see all that shiny history, thanks. Especially nice to see a double of my first Prius, same color and everything. Its build date was 1 August 2000, over 15 years ago. What’s astonishing is how trouble-free the first generation of this radical drivetrain turned out to be. Toyota really nailed it, as (almost) always.
Hard to believe these hybrids have been on the road that long. Now a 2010 Prius is my daily driver. Before the two Priuses I drove and loved an ’87 Celica GT for 11 years.
I only wish there was a new Toyota EV. I’m very puzzled by their stubborn attachment to hydrogen fuel cells. I’m hoping the next plug-in Prius has Volt-like EV range.
Technically we did not get the first generation Prius, that was only sold in Japan. I’m sure someone will chime in and say that the first one we got in the US was a refresh of the model sold in Japan but the battery system and eCVT was radically different. For example the Japan only model used the car’s HVAC system to regulate battery temp while that was not done on the first Prius vehicles that were sold in the US. The eCVT was also made capable of much higher speeds than the Japan only model.
Perhaps the only main reason why the Toyota Echo didn’t do well in the U.S. Market was because of its funky design which others may denigrate as being ugly therefore these critics claimed so. Toyota Echo did rather well in the Canadian Market. Prior to its Toyota Tercel predecessors and Yaris successors, the Echo was a well made high quality product which was designed to last. Anyway here is my Toyota Tercel to Yaris Family Tree.
Here is another view this time showing some of the cars sideways.
Great pics. I was finally able to make it out there in December (I live in Ohio). Was a really great tour and wanted to make it before they moved to Dallas. Cool race cars and 3 2000GTs as well.
Museum is closed to the public, but is easily open by appointment only M-F. Just need to cal ahead to make sure there isn’t a private or company event going on and shouldn’t be a problem to get in
Sammy-
Thanks for the information. If someone wants to contact the museum, here’s the website address:
http://www.toyotausamuseum.com
Please note- Appointments for individuals are generally only available from 9 to 5 on weekdays.
That minty green early Corona in the left side of the second photo was the kind of Toyota that I saw a lot of in Southern California in the late 1960’s. And most of them were the same green. Big on the inside, small on the outside. The one I got to drive was gutless with the Toyoglide automatic, but it was reasonably comfortable and nimble. They had a look all their own, and their owners seemed very fond of them.
Didn’t see a Chinook. Toyota dealers sold them in late seventies. Here is a photo of my 1975 Toyota Roundtripper that served my family from 1978 to 1986. Previous owners had beat up the engine so I had a rebuild at 80,000 miles after driving it 50,000 miles myself. Then I drove it another 170,000 miles before letting it go because of wiring problems that caused it to fail an Ohio safety inspection. Engine still ran beautifully. Wish I had kept it. Yes, that is the family cat sitting on top of the Chinook and kids sitting on the roof of my 73 Matador wagon which is another car I totally loved. The Chinook looks rough here but I later had the cab rebuilt and it looked real sharp with the white wheels cleaned. I bought it to use as an on the road office for advertising sales in Northeast Ohio but was also used as a terrific family vehicle for me, wife, daughter and cat. Many trips to Florida and the northeast were made.
I’m getting more excited about Toyota Week than I might have imagined I would. The photos above serve as a reminder that for all the talk starting in the ’90’s of Toyotas being “Bland Appliances”, the truth is that they produced some beautiful and revolutionary vehicles back in the ’70’s and ’80’s.
The sour grapes about blandness and soullessness probably arose from people getting uppity over Detroit’s (necessary, and a little late) obsession with competing with the Japanese. Looking at the chronological history of the products one has to respect the influence they had on the entire industry. (As an example, can you imagine a Dodge Omni ever sitting on a showroom floor without a Corolla inspiring its creators?)
Aside from the known rust issues earlier Japanese imports had, I have to believe that the only reason there are so few old Toyotas still to be found in classic car circles and on the streets is because they were so damned reliable and user friendly that the majority of them were driven and passed down until the wheels fell off. We won’t be seeing too many ” Barn Find” Coronas from the late ’60’s or early ’70’s on eBay any time soon because they rarely suffered the debilitating and expensive breakdowns and lay ups that would have put them in the proverbial barn to begin with. They just kept going and going until they were so tired there was not enough left to patch up and make go some more.
As I collect GM white goods, it probably explains while I like driving 1990s Toyotas! This Toyota appliance brought home quite a few GM appliances, including this 1964 refrigerator.
Very good point re old Toyotas, & BTW, I have the greatest respect for appliances that last over 20 yrs. like my Maytag washer & Hotpoint fridge which I bought while a bachelor in the ’80s. Repairmen & salesmen tell me that nowadays, you’re lucky to get 10 yrs. out of modern appliances, allegedly because of req’d high-efficiency components. We just replaced our 7 yr-old Whirlpool because a new compressor would cost about as much as new fridge. That being the case, we reverted to a cheaper top-freezer model very much like my 1st.
I saw a US-model GE fridge in a Japanese TV series. Perhaps those are luxury goods there; usually they’re much smaller in Europe & Asia.
That ’71 Celica was featured on a recent episode of Jay Leno’s garage. Jay did a test-drive. Neat little car.
I’m really liking the Land-Rod with it’s pinched grille to emulate a 30’s style truck though on the other hand I guess it could have been inspired by the off-roaders who do something similar, though they usually pinch the back as well.
Corolla GT-S coupe – that is so close to a scaled up MR2 its frightening!
A nice survey, Dave! I am really sad that I’ve never gotten to tour the museum, and probably won’t. (I’m in Southern California, although Torrance is about 50 miles from me.)
Land cruiser well side utes are rare, who knew? Great collection it would be a revelation for you guys to see the exJDM stuff we have here in everyday use.
Do they have an animatronic “Jan the Toyota Woman” -that TV pitchwoman for Toyota here?
“Jan the Toyota Woman” has now becoming very annoying much like her high pitch whining voice since 2007. Can they just replace her with neutral Toyota Commercials for a change?
A+