IT is totally non-flashy; there isn't a gimmick on it, and its styling is very conventional. Yet the Toyota Corolla is the world's favourite car, selling more than 29 million units since its launch in 1966.
So what's its secret? Ultimate handling and performance engineering perhaps? No, just reliability and quality of construction all the way.
The Corolla is one of those cars everyone has a good word for. In 30 odd years of motoring journalism I have never heard anyone seriously criticise it.
Even the ninth generation Corolla, comprehensively revised last year, is still a very plain car. When you drive it you almost wish that what is one of the world's best cars would not be so modest. It's quite annoying really.
Another factor to aggravate any motorhead hungry for faults is that there are absolutely no minus points to whinge about.
It is supremely good at what it does best - transporting four to five people in comfort and safety. Everything is well designed and the build quality is nothing short of excellent, despite the vast numbers that are turned out worldwide.
The Corolla has always gained praise in customer satisfaction surveys and I would like to think that this reflects in some way on the engines that are built at Toyota's plant at Deeside and the three and five-door models built in Derbyshire.
My test car was the T3 1.4 D4D five door manual, a popular choice from the range which sells at £13,895. This features the 1.4 D-4D engine introduced last September.
It is one of more than 40 models in the Corolla range. Never let it be said that Toyota skimps on choices.
Like all cars in Toyota's line-up, the Corolla is a product of Kaizen, a Japanese word of constant improvement. The company constantly monitors its customers' needs and comments, using research to build in changes.
On the road it delivers a quality driving experience, the latest diesel power unit being silent and extremely economical with 58.9mpg easily attainable.
It all goes to show that flash is not foremost when it comes to success.
FAST FACTS
Toyota Corolla 1.4 D-4D T3 5dr
Price: £13,895
Mechanical: 89bhp, 1,364cc, 4cyl diesel engine driving front wheels via 5spd manual gearbox
Max speed: 112mph
0-62mph: 13.3 secs
Combined mpg: 58.9
Insurance group: 5
CO2 emissions: 128g/km
BiK rating: 15%
Warranty: 3yrs/ 60,000 miles; 3yrs paint; 12yrs anti-rust