The 2014 Corolla, which is the 11th generation of the world famous model from Toyota, was officially crowned as the Middle East Car of the Year in the midsize category. A Jury panel comprising of 14 impartial motoring journalists from around the region selected the Corolla as the overwhelming choice for this prestigious accolade to enhance Corolla’s reputation for being a true icon in the automotive industry.
The Middle East Car of the Year (MECOTY) is one of the most coveted awards of the regional automotive industry. It integrates a complex yet transparent nomination and scoring methodology which is developed, tested and implemented by reputed experts from the industry. MECOTY provides a platform for leading motoring journalists to combine their collective experience and expertise and select the best new vehicles annually.
The section criteria for the award included 10 aspects which were used to grade the cars. These included design and quality (exterior and interior), handling and drivability, safety and durability, performance and capability, technological innovation, emotional appeal and driver satisfaction, value for money (new purchase and resale), environmental friendly, regional appeal, comfort and practicality.
According to Takayuki Yoshitsugu, Chief Representative of Middle East & North Africa Representative Office, Toyota Motor Corporation, “We are delighted to receive this prestigious award for the Corolla as it truly recognizes the immense appeal of the Corolla from a distinguished jury drawn across the region. With the 2014 Corolla, customers get to enjoy a car with a legendary reputation for providing low operating costs and reliable trouble free motoring stemming from quality engineering, along with outstanding comfort levels. Combining this with its exciting design evolution and value for money makes the Corolla an unmatched vehicle in its class. On this occasion, I would like to thank our customers for their faith in Toyota and making the Corolla a best seller across the region. The Corolla reflects Toyota’s constant efforts to anticipate customer needs and provide ever better cars.”
Adding his comments, Dr. Adel Muhammad Ezzat, Managing Director of Marketing at Abdul Latif Jameel, authorized distributor of Toyota brands in the Kingdom of Saudi Arabia, said: “It will come as no surprise to anyone in Saudi Arabia that the Corolla has won the Best Midsize Sedan category in the coveted Middle East Car of the Year awards, since over the years it has built a loyal customer base in the Saudi market where it is a continuously popular best seller renowned for excellent value, reliability and durability.”
Making a strong design statement with its unique visual signature which is highlighted by a more elegant and expressive design, the Corolla signifies Toyota’s brand evolution which has been driven recently by more design-focused product launches. The 2014 Corolla has a compact, lightweight engine with a 1.6 liter and 2 liter configuration which harnesses advanced technologies to deliver exhilarating performance and outstanding fuel economy. An Innovative interior design lends itself to an even more spacious cabin that offers refined comfort and class-leading legroom with abundant storage space.
Toyota Motor Corporation is exclusively represented in the Kingdom of Saudi Arabia by Abdul Latif Jameel Company (ALJ) in a fifty year partnership that has grown into one of the leading automotive dealerships in the kingdom and the biggest Toyota independent distributor in the world. Backed by a policy of the guest comes first, ALJ’s stewardship of Toyota brands in Saudi Arabia is supported by a kingdom-wide sales and service network that is renowned its commitment to excellence at every level.