An unprecedented success story began 50 years ago with the first Toyota imported into Switzerland. Just 25 years later, in November 1992, the 500,000th Toyota was sold in Switzerland. No other manufacturer had previously achieved this in just 25 years!
This incredible success story can be retraced in an anniversary exhibition. With vehicles from the 50-year history and a special show with posters and subjects from Toyota advertising from 1967 to the present day.
In the mid-1960s, the Swiss car market was experiencing unprecedented growth. Nevertheless, Emil Frey had to realign his import company. The British Austin cars that he had been importing into Switzerland for over 25 years were causing him increasing headaches due to poor workmanship. If he did not want to lose market share, he needed another mainstay. During a trip to South Africa in early 1964, the patron became acquainted with a car brand that neither he nor his car-loving son were familiar with: Toyota.
Back in Switzerland, he couldn't let go of Toyota. He had already heard in South Africa that Toyota not only fulfilled customer wishes promptly, but also delivered consistently high quality. Nevertheless, hardly anyone in this country took Japanese cars seriously. In the fall of 1966, Emil Frey drove to the land of the rising sun for the first time. In the Toyota factory halls, he encountered efficient work processes, meticulous production and busy workers. After two weeks of negotiations, he signed an import contract in Nagano on October 4, 1966.
In February 1967, the newly founded Toyota AG in Adliswil presented the first Coronas and Corollas to the press. The first major appearance took place at the 1967 Geneva Motor Show, with the open-top 2000 GT from the James Bond film as the centerpiece of the spacious exhibition stand.
The rest is history.
This history will be revisited from February 14 to June 30, 2016 at the Classic Center Switzerland in Safenwil in the form of a special exhibition. 20 historic Toyota models show the changes in design and technology over the 50 years, while photos, documents and advertising illustrations show how times have changed. And because a car radio was fitted as standard in some Toyota models, this "luxury accessory" is not neglected in the exhibition either.
Further information on the special exhibition can be found on the Emil Frey Classics website.
