Toyota took the wraps off the all-new 2009 Corolla and Matrix on a day that not only celebrated Halloween, but also marked the 50th anniversary of the brand in America. On October 31, 1957, Toyota opened its first showroom in the U.S., a small outlet in Hollywood, California with just two models for sale.

Things have changed quite a bit since then.

More than 30 million Corollas have been sold since it was introduced 40 years ago, and according to Toyota, that makes the small sedan the best-selling passenger car in the world. And the goal with the new Corolla is to keep that title.

And that’s why the introduction of the 10th-generation Corolla is one of the most important launches for Toyota.

Virtually the same length as the outgoing version and an identical wheelbase, the 2009 model is almost 3 inches wider and an inch shorter, giving the new Corolla a more stable appearance.

Corolla will be available in five grades, from Standard to the performance-oriented XRS. The base engine gets a boost of 6 horsepower for a total of 132; however fuel economy is not expected to change from the current generation. For the Corolla buyer looking for a bit more fun, the sportier XRS gets a 2.4-liter engine producing 158 horsepower.

Toyota is also recognizing the trend of consumers wanting more luxury items, even in lesser-priced cars. So for the first time, Corolla will be available with such items as a touch-screen navigation system, real-time traffic updates via XM NavTraffic and a JBL audio system with Bluetooth connectivity.

The new Matrix gets similar style and performance upgrades, and will be available with all-wheel drive. Like the Corolla, Matrix will be available with sportier styling and performance with the XRS trim.

But production cars can seem dull at an event like SEMA, so Toyota had a little fun and explored the opportunities for customization with these two new models.

Modified Matrix and Corolla

The stock Matrix was transformed into the Matrix Rally Sport by MillenWorks that’s designed for performance. With a full roll cage, body kit, racing seats, and custom 19-inch wheels, the Matrix Rally Sport looks ready to hit the track. And Toyota plans to bring it out to track events to see what the reaction is with the possibility of developing future Matrix accessories for consumers.

The Corolla S3 still retains the basic shape of the Corolla and initially does not look like an over-the-top customization but that was the idea that Street Image had when they built this car. In fact, it features more than 60 modifications from the original.

With a lowered chassis and 20-inch custom-made wheels, the Corolla S3 features 6-piston front brakes, which help it handle the added power that comes from the supercharged engine. The engine compartment itself is something to behold, looking quite futuristic with lots of chrome. Inside the car is white leather seats with custom trim, and a full entertainment system, including the plasma screen in the trunk.

The stock Corolla and Matrix go on sale early next year with pricing expected to be announced closer to the on-sale date. As for the Matrix Rally Sport or Corolla S3, you’ll have to talk to the folks at MillenWorks or Street Image.