Toyota Predicts Camry will Steal Customers from Taurus

09/25/96

Reuters has reported that Toyota Motor Corporation believes American consumers will pass over Ford's Taurus to buy the redesigned 1997 Camry, although the company foresees difficulty in taking the Taurus' place as the United States' best-selling-car this year, due to a pending model changeover for the all-new Camry.

Donald Esmond, vice president of Toyota's Avalon, Camry and Previa Vehicle Team, said that the Camry has been on a sales roll and that Toyota expects to sell a total of 340,000 of them in 1996. The figure, if attained, will be the most Camry models sold in any single year since the car was introduced in 1983. Camry sales for the first eight months of 1996 were up 8.6 percent from the same period in 1995. Toyota's total 1995 Camry sales hit 328,600.

Esmond said, "Is it in the realm of possibility that Camry could be the No. 1 car? Yes, but we're not going to target that. We're not about to get into a shoot-out for the No. 1 car."

For its part, Ford likes having the best-selling-car in the U.S., and will fight to maintain the honor. Ford announced an additional $500 in rebates for the Taurus last week, bringing its total incentive package for the 1996 model to $1,500 rebate through Oct. 1.

Esmond indicated that Toyota's market research and consumer focus groups found that buyers did not want the rounded styling featured on the 1996 Taurus, but rather preferred sharper lines: "We feel they are moving away from the melted chocolate look." Toyota's answer to the perceived trend is the redesigned Camry. which the company says embodies an industry move to "crisp" styling. Toyota said the re-design also tries to give the new Camry a more sporty look. It has integrated the front bumper and grille, and the hood starts lower.

The 1997 Camry targets younger, male buyers: both the 2.2 liter four cylinder and 3.0 liter V6 engines in the cars have been upgraded to produce more horsepower. Toyota expects about 20 percent of its cars to be sold with V6 engine during calendar 1997, up from 12 percent in 1996. Sticker prices for the average 1997 model Camry are down $363 from the 1996 version, due to cost-cutting and a favorable yen-dollar exchange rate.

Paul Dever -- The Auto Channel