Toyota Corolla 1st generation (E10)

The Publica was fun to drive but lacking in the richness of a car. With the first Corolla, Hasegawa called his approach of not letting any subject, such as driving performance or safety, score below 80 points the "80-point principle." Any amount above 80 points was fine, but cost must not be raised more than necessary. On top of that, a car with 80 points in everything would have no character, so the concept became "80 points plus alpha," adding something that shines with new technology.

Hasegawa defined the first generation's plus alpha as sportiness. It used curved glass before the Corona or the Crown, and the engine had five bearings for quietness at high speed. In an era when much equipment was optional, it made rear lamps, two-speed wipers and an outside key lock on the left door standard.