Displayed at the October 1970 Tokyo Motor Show together with the Toyota Carina and marketed from December of the same year, the Celica was a two-door hardtop coupé that emphasized styling and driving enjoyment based on a platform shared with the Carina sedan[6] which is one size above the Toyota Corolla, and a shared size with the Toyota Corona. According to Automobile Magazine, the Celica was based on the Corona platform.

This car was aimed at the North American market and was Toyota’s response to the 1964½ Ford Mustang (Pony car) which also was a standard sedan (Ford Falcon) with stylized 2+2 bodywork.

In Japan where different dealer chains handle different models the Celica was exclusive to Toyota Corolla Store Japanese dealerships. The Celica filled a market position previously held by the 1965–1969 Toyota Sports 800, when Toyota Corolla Store locations were previously known as Toyota Public Store then renamed in 1966 as Toyota Corolla Store.

The initial trim levels offered were ET (1.4L 4 speed), LT, ST (1.6L 5 speed) and GT (1.6L 5 speed) with GTV added in 1972. For export markets the Celica was available in three different levels of trim; LT, ST, GT.

At its introduction the Celica was only available as a pillarless hardtop notchback coupe, adopting “coke bottle styling”. The prototype SV-1 Liftback was shown as a concept car at the 1971 Tokyo Motor Show & with slight modifications this was introduced in Japan in April 1973 as the 2.0L RA25 (18R-G) & 1.6L TA27 (2T-G)

The Liftback model was then exported to many Asian countries & Europe in RHD form as the RA28 / TA28 with either a 18R 2.0 litre or 1.6 litre 2T-B engine. After the October 1975 facelift it was available in both RHD and LHD forms in other markets. The RV-1 “concept” wagon was also shown at the 1971 Tokyo Motor Show but it did not reach production.

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