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The Golden Age - 50 Years of Toyota in the US

Toyota Celebrates 50 Years In America

By John Pearley Huffman, Photography by Courtesy of Toyota
Toyota Mr2 Left Rear View
The MR2 drove much better than it looked. Swear to God.

As good as the Supra Turbo was in stock form, this paled in comparison to how easy it was to it make even quicker. The 2JZ-GTE's iron block can withstand ungodly amounts of boost. Soon, owners worldwide were turning up the wicks on the Turbos, easily creating 600, 700, or even 1000hp with straightforward modifications. Throw in a starring role in the original The Fast and the Furious movie and the jellybean-shaped Supra Turbo attained Japanese performance icon status.

Unfortunately, it was also hugely expensive for its time. There just weren't that many people with over $50K to spend who wanted a powerful Japanese coupe. Sales dropped every year the fourth-generation Supra was in production-even after the price fell almost $10K. Although it stayed in production for Japanese consumption through 2002, it left the American market after 1998.

MR2: The Mid-Engine Toyota
With Toyota moving virtually all of its mainstream sedans and coupes over to front-wheel drive during the 1980s, there seemed little room in its showrooms for a sports car. But, by taking the Corolla FX16's 1.6-liter, 112bhp, twin-cam four and five-speed transaxle and moving them behind the cockpit, Toyota created the shockingly good mid-engine MR2 two-seater. It debuted during the 1985 model year. Looking as much like a box as a sports car and not exactly quick, the first MR2 was nonetheless ludicrously fun to drive. During 1988, that fun only expanded when a supercharger was added as an option, with output expanding to 145bhp.

Photo
Almost forgotten now, the 1965 Corona was Toyota's first big American hit.

The second-generation MR2 went on sale with the 1990 model year and was an altogether larger, smoother, more robust and less boxy car-if not necessarily better. Power came from either a naturally aspirated 2.2-liter, DOHC, 16-valve four rated at 130bhp, or a turbocharged 2.0-liter version of the same engine knocking out 200bhp. It would stay in production through 1999 for Japan, but left America after 1995. And that seemed to be it.

But the MR2 returned to Toyota's American line-up in the form of the lightweight, MR2 Spyder roadster during the 2000 model year. With its 1.8-liter, VVT-I, four-cylinder engine rated at 140bhp, the MR2 Spyder was decently quick, handled dang-near perfectly and had virtually no storage space for anything beyond a box of Kleenex. Despite its talents, this extreme lack of practicality led to its demise. Toyota took it off the market after the 2005 model year.

Toyota 2000Gt Side View
Still the most beautiful Toyota ever built, the 2000GT also starred alongside Sean Connery in the 1967 James Bond film You Only Live Twice. For the movie, two 2000GT coupes were modified into roadsters.
Toyota 2000Gt Side View
Still the most beautiful Toyota ever built, the 2000GT also starred alongside Sean Connery

Today
Toyota has always been relentlessly rational in choosing the vehicles it sells and builds in North America. If Americans want trucks, SUVs, hybrids and an infinite variety of Camrys, that's what Toyota will develop and sell. If Americans were craving 2000GTs, Supras, Celicas and MR2s, those would be in the inventory. And currently, Toyota's high-performance cupboard looks pretty bare. It's a pity for us.

Yet, after 50 years Stateside, Toyota now looks very American. It operates 13 vehicle assembly, engine assembly and parts plants in North America, with another vehicle assembly plant due to open in Blue Springs, Mississippi, during 2010. The Camry has been the best-selling car in the US seemingly forever. There are Camrys running in NASCAR, Toyota has a presence in NHRA drag racing and off-road racing, and the Scion brand is heavy in import drag racing. The new Tundra is the biggest pick-up the company has ever offered and is built in Texas. Toyota is undeniably a part of America. And most of us Americans don't seem to mind at all.

By John Pearley Huffman
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