Toyota Corolla 9th generation (E120)

Development of the ninth generation began after the bubble economy burst, when the Corolla's very reason for being was in question, and there was even debate about changing its name. Overseas production was also growing, and it was time for the Corolla, centered on Japan until then, to look overseas. Yoshida decided to build a Corolla for a new era from zero, respecting tradition without being bound by it, and made success in sales worldwide his top mission.

The ninth generation pursued cost reduction through what was called Excellent Quality (EQ) activities. In one of them, the "big room" activity, people from engine, chassis, procurement and the plants met once a week to dig into and discuss the next week's issues. The activity spread overseas as well, leading to cost cuts such as unifying the commercial characters that had differed from country to country.