 The new car was given the internal designation of "UP10" and the market name of "Publica" and was sold through a new dealer network, separate from the previous "Toyota" and "Toyopet" dealerships, called "Toyota Publica Store" (later renamed as "Toyota Corolla Store").Sales began in June 1961, with the basic price of .Initially, the car was very basic, lacking even such basic options like a radio or even a heater.