Celebrating 50 Years of Toyota Today

by Kristen Orsborn
Jan/Feb 2019
Celebrating 50 Years of Toyota Today
Throwback Alert
The cover of Toyota Today’s first issue. National Marketing Services Manager Al Hagen served pulled double duty as the magazine’s editor
Here at Toyota Today, we just celebrated a pretty exciting milestone: 50 years of sharing stories about Toyota and the incredible network of dealers who sell our vehicles.

Toyota Today’s first editor, Al Hagen, described the magazine’s mission to dealers in the first issue:
“The purpose of this new magazine… is to condense in one handy package all that we feel should be communicated to you. Toyota Today is not meant to be a soapbox for management. Toyota Today is designed to serve you, our dealer organization.”

Of course, a lot can change in 50 years. And it certainly has at Toyota.

In 1969, we were still pretty new to the United States auto market. Americans were getting to know our brand and discovering the reliability and quality of our vehicles. And yet, Toyota was already the third-best-selling import brand in the U.S. – success built on the popularity of the Corona, Land Cruiser and a thrifty new upstart model called the Corolla.

Looking Good
Toyota Today’s first issue included an advertisement for Toyota racing jackets. Those, and the magazine, look very different today.

A half-century later, Toyota is firmly established as a dominant brand in the U.S. auto market. We are now the top-selling brand in the U.S. There are nearly 1,500 dealers across the country, selling two million cars annually. That thrifty upstart called Corolla is now the world’s all-time best-selling passenger car. Much of that success is thanks to you: our dealers.

As we look ahead to the next 50 years, change is on the horizon. Toyota is in the midst of transitioning into a mobility company – dedicated to giving all people the freedom to move how they choose. Whether it’s helping a veteran with disabilities navigate their home, finding better ways to get people from point A to point B, or developing technology that powers our incredible Team Toyota Paralympic athletes to compete at the top levels of their sports – Toyota is committed to being a partner in the innovations that will move the world for generations to come. And our dealers will always to be a critical part of that mission. All of us at Toyota Today can’t wait to continue telling your success stories.

Kristen Orsborn
Editor, Toyota Today

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