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37 HISTORYZONE 19 63 had changed, and as the effects of war on the economy gradually disappeared, it became clear that customers wanted cars which symbolised their aspirations. The Publica was simply too basic. After kaizen (continuous improvement), Toyota released a luxury version of the car in July 1963, the Publica Deluxe. Within months, sales had shot up by 70% and the Publica became the hit Toyota anticipated, affording it a dominant position in the smallpassenger car segment in its home market of Japan. Not only did the Publica’s popularity bode well for its 1973 1979 Starlet. 2005 Publica Starlet. 1999 The first generation, 1999 Yaris. 2011 The second generation, 2005 Yaris. The third-generation, pre-facelift 2011 Yaris. successors – the Publica Starlet (1973-1978), the Starlet (1978-1999) and the Yaris (from 1999 onwards), it also left an indelible mark on the way Toyota operates. Through trial and error, learning from mistakes as it went, Toyota improved development techniques and its sales and service infrastructure, which went on to support the explosive success of later models. It is projects like this that gave birth to Toyota principles, such as kaizen, and which paved the way for the innovation that Toyota is renowned for to this day. > Initially considered too basic for post-war tastes, Toyota created a Deluxe version of its first small car, the Publica, in the form of this 1963 model.


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