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The 1965 London Motor Show was full with exciting new models; the Rolls-Royce Silver Shadow, the Aston Martin DB6, the Vauxhall Cresta PC, the Triumph 1300 and the MGB GT.

There was also a quartet from a Japanese firm named Toyota. The entry-level Corona saloon cost £790 16ds 11d, the three-door station wagon £843 14s, the 1600S four-door £1,077 4s 10d and the 1600S Coupe £1,194 3d. Each, according to the sales copy at least, embodied ‘Toyota’s exquisite techniques’.

The importer Pride and Clarke Ltd. – telephone BRIxton 6414 – hoped to eventually sell 150-200 examples to motorists who might otherwise have bought a Hillman Minx Series VI.

The third-generation Corona was the first Toyota encountered by many British motorists, which is why this 1967 model is such a fascinating machine.

As a De Luxe the specification features a cigar lighter, a clock, reclining front seats, a heated rear window and even a radio as standard.

The last-named item was especially notable as no British rival allowed the driver to tune in to the BBC Home Service. The lines are decidedly trans-Atlantic, reflecting the RT40’s intended role in the US “compact car” market,  as demonstrated by this hilariously awful commercial -

Meanwhile, advertisements invited British motorists to ‘Note the neat Japanese Arrow styling’ and the RT40 was ideal for anyone seeking a compact 1.5-litre saloon.

The promotion of a Japanese car 21 years after the end of the Second World War represented quite a challenge, but the Toyota’s virtues were too numerous to be overlooked. Autocar regarded the basic version as ‘a well-made family four seater with a lively performance’.

Similarly, The Observer found the Corona to be ‘a surprisingly easy car to drive, comfortable and undemanding, with an attractive quality of finish and equipment, backed by manufacturers who promise reliable service and spare parts’.

A discerning consumer could not overlook such virtues - even if RT40 ownership prompted a bout of curtain-twitching from the neighbours.

The original Corona T10 debuted in 1957 and was replaced by the T20/T30 three years later. The T40 made its bow at the 1964 Tokyo Motor Show as a rival to the 410-series Nissan Bluebird.

At that time, John Pride, the MD of Pride and Clarke, had been reading of the Japanese motor industry’s expansion in the British automotive press. His firm had lost their agency with Skoda in 1963 – and so he approached Toyota.

UK sales of the Corona began in February 1966 and the following year saw the formation of Toyota (GB) Ltd., with a chain of around 150 distributors.

The Guardian believed ‘if their service matches the well-made thoroughness of the Corona, the buyer need have no qualms about going oriental’. Toyota was not the first Japanese car marketed in this country – a distinction held by the Daihatsu Compagno - but it was the first to sell in signification quantities.

When the T80/T90 replaced the T40 in early 1970, the name of Toyota was already well established in the UK. The handsome De Luxe is offered for sale by Absolute Classic Cars - and it indeed epitomises the brochure’s claims of ‘the most beautiful silhouette’.

With Thanks To Absolute Classic Cars 

Why choose Lancaster Insurance?

Here at Lancaster, we love classic cars as much as you do and we understand what it takes to protect them for future generations.

We have links with some of the top classic car clubs around the country and some of our policies even offer discounts of up to 25% for club members.

Other benefits of classic car insurance through Lancaster can include:

• Historic rally cover
• Static show cover
• Limited mileage discounts
• Choice of repairer
• 24-hour claims helpline

Give your classic the protection it deserves and get a quote for your Toyota today.