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Studying the Third Shogun Iemitsu
The third-generation Corolla came out the year after the oil shock struck, and emissions regulations had suddenly become stricter. What chief engineer Sasaki aimed for was the definitive popular car: one that improved fuel economy, met emissions regulations and safety concerns, raised owner satisfaction with a sense of quality, and made people think, "With this car, I don't need any other car." Believing the third generation would determine the course of the car's later development, Sasaki reportedly made a thorough study of Iemitsu, the third Tokugawa shogun, as an example of a successful third generation. Under difficult conditions, the third generation recorded the highest sales of any Corolla generation. Cumulative sales reached 3,755,030 units, and average monthly sales reached 63,645 units.
