The new Toyota Corolla sheds the plain vanilla design of the past to draw young buyers who have no loyalty to the brand.

Toyota is counting on an all-new version of its compact Corolla to not only boost sales but also to give a lift to its reputation as it migrates from traditionally safe, if plain vanilla, designs, to more passionate styling.

That could prove critical as competitors such as Nissan, Hyundai and Ford begin to gain on Toyota in key segments with more stylish products. Company officials at the Japanese giant admit they needed a “radically different” approach in order to build traction with young buyers now entering the market who are less brand loyal than the Baby Boomers who have traditionally been Toyota’s foundation in the U.S. market.

The launch of the 2014 Corolla is designed to lure those agnostic buyers to the brand. The new model will also help Corolla finish off a strong year with about 300,000, according to Jim Colon, Toyota Motor Sales vice president of marketing communications.

“In 2014, the Corolla will have a strong presence in the compact segment with 330,000 in the first full year of sales,” Colon said. “We anticipate more than 60% of the growth will be conquest buyers.

The interior also adopts the more dynamic styling theme of the new Corolla.

Despite stiff competition, Corolla sales are up 4.6% thus far with sales averaging more than 26,000 units per month.

Earlier this month, Bob Carter, Toyota Motor Sales vice president, said, “Our new Corolla is radically different than previous models and is geared to entice younger generations of consumers. We built upon Corolla’s solid reputation for reliability… and this time… wrapped it up in a great looking design.

“The more advanced, modern styling makes this the most gorgeous and capable Corolla yet,” he said. “The new Corolla is longer and lower in height creating a sportier image. And with its wheels pushed to the corners and compact overhangs the car has a more confident wide stance.”

Colon noted the Corolla has always been a popular choice for buyers.

“The current generation – introduced in 2008 – was our second best-selling car last year, it was also number two in the compact segment despite being the oldest model,” he said.

Colon said early next month, Toyota will be launching a new marketing campaign.

“We will connect with them via all channels with a focus on digital and social. It will be instant and easy, with creative that will entertain… that will connect with our customers… and that we hope they will share.

“It will be about connecting with a wide range of buyers, but in ways that are tailored to their media-consumption habits. We’re taking advantage of every digital, social and traditional opportunity out there. And we hope to earn life-long champions of Corolla …and the entire Toyota brand,” Colon said.

“Corolla has historically been a car that defined the compact segment, setting the bar in the areas of value, fuel efficiency, roominess and functionality. The compact segment is more competitive than ever… no longer considered just entry level. Today’s buyers are more affluent and educated, desiring compact cars with more upmarket features,” he said.

“All the early feedback we’ve received has been terrific,” Colon added.

“When we showed the Corolla to some people at an early clinic, the response to the interior was “Wow!” They specifically liked the modern look and sense of openness.

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“This was accomplished via a wide-open, horizontal design that enhances a sense of cabin spaciousness, with abundant premium soft-touch materials. Graining above the dash panel blends with the piano black trimmed console, metallic trim surrounds, and premium shift boot,” Colon said.

In addition to an upscale interior look, another area that compact customers told the Japanese maker was very important was seating. Corolla’s new front seats feature new lumbar and bolster support that is both comfortable and stylish, while the new longer wheelbase creates class-leading rear legroom.

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“This year marks Corolla’s 45th anniversary in the U.S. We’ve sold 24 million passenger cars since 1968, and about 38% of those were Corollas, with over four and- a-half million still on the road today,” he added.

“Add to that global sales of nearly 40 million, and it speaks volumes for Corolla’s long-term ability to satisfy customers.”