Toyota plans to create a heart-racing Camry for the 2015MY

Article by Anita Panait, on January 22, 2014

Toyota Motor Corp. is looking to create a heart-racing Camry without jeopardizing its appeal to the mass market and losing its No. 1 status in the United States. Changing the Camry’s design poses some risk if Toyota gets its redesign wrong. The same is true for the Prius, which wrong shift to a heart-racing design could result to it being overtaken by other hybrid vehicles in terms of sales.

Next-generation versions of both cars are currently in the works. Kevin Hunter, head of Toyota's US design studio, told Bloomberg in an interview that the aim for the next Camry is a "more emotional, more impactful design." He noted that they need to create better design for Camry in the future.

Toyota president Akio Toyoda is asking for an overhaul of vehicles with an emphasis on "waku-doki" design, which is shorthand for the Japanese phrase for heart-racing qualities. Doing so would be a break from the current styling of the Camry and Prius.

"Finding the right balance is going to be very tricky" for the Camry, remarked Jack Nerad, analyst and executive editor at Kelley Blue Book. Nerad remarked that most consumers like good-looking cars as “they don't want to drive appliances."

According to Kazuo Ohara, head of Toyota's US sales unit, there are limits to how far the carmaker can go in modifying the Camry’s design since the car’s customer base is so large at around 5 million owners.

"I would not go so far as saying we could be adventurous, but at least more aggressive," Ohara told Bloomberg in an interview in Detroit this week. He remarked that with the current Camry, Toyota was “probably a little bit too conservative." [source: Bloomberg]

If you liked the article, share on:

Comments

Recommended

Another day, another record. Is the new Dodge Challenger SRT Demon the fastest car to date? According to some sources, the Dodge Challenger SRT Demon had just beaten the Tesla...
by - April 24, 2017
Following in the footsteps of the McLaren 570S, 540C and 570GT is the newest addition to the McLaren Sports Series -- the roofless 570S Spider. McLaren 570S was rolled out...
by - April 24, 2017
The British automaker Lotus is noted for releasing low production, limited editions of its sports car lineage. Now the Hethel-based automobile manufacturer is back at it again with its latest...
by - April 24, 2017
Earlier this week, the revamped 2018 Mercedes-Benz S-Class was revealed ahead of the 2017 Shanghai Auto Show. As expected, Mercedes Benz’s flagship model is now offered in several variants including...
by - April 24, 2017
Well, this is clearly not good news for everyone. Ever since the new BMW M4 CS rolled out in Shanghai last week, several reports about its limited production have quickly...
by - April 24, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries