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

The BMW 7 Series is already highly sought after but nonetheless, the German marque is giving it a more exclusive variant for the Russian market, and they are calling it...
by - October 20, 2017
Several automakers including Porsche, Volkswagen, Smart and even Land Rover have all been victimized by cheap Chinese copycats. And if you haven’t seen it yet, the most recent one would...
by - October 20, 2017
The Mercedes-Benz G-Class has been around for quite some time now but to bid it farewell, the company has launched the Mercedes-AMG G65 Final Edition. Mercedes will only build a...
by - October 20, 2017
Have you ever wondered what you can you buy with $9,365 in your pocket? Well, you have quite a lot of options. In fact, you can even purchase a used...
by - October 20, 2017
The Audi A7 Sportback, whether you would like to call it a sportback or a four-door coupe, has always been a beautiful car. And this week, the 2019 model year...
by - October 20, 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