The New 1997 Camry

09/27/96

The Associated Press reported Thursday's introduction of the newly redesigned Toyota Camry. For 5 out of the last 6 years, the Camry has been the third-best selling car in the United States, representing more than 40 percent of Toyota's U.S. car sales. Now, analysts say, the new Camry--the car's fourth generation--is poised to rise to the top of the US mid-size car market, de-throning both the Ford Taurus and the Honda Accord as America's best-selling cars. The big reason for the Camry's bright future? More car for less.

Industry consultant Chris Cedergen says, "Toyota's been leading the charge in terms of cost reduction. What Toyota has done with the Camry really is the beginning of a trend among all manufactures."

Toyota engineers in Japan and the U.S. reviewed the cost and design of virtually ever Camry part, looking for ways to save money in production. Toyota says the engineers worked with suppliers to reduce costs, through better design, less complexity and greater use of less expensive U.S.-made parts. Analyst Steve Kosowski of AutoPacific Inc. estimates that the company saved about $2,800 per car through engineering improvements alone Toyota will pass about a third of those savings on to consumers, cutting prices an average of nearly $900 for 1997 models.

Toyota's overhaul of the Camry aimed to attract younger consumers with a sportier look, but market research revealed that Camry buyers didn't want any radical changes. Hence, the new Camry has less rounded, more defined lines than did its predecessor, but most of the changes to the car will be "invisible"--little changes that customers will hardly notice, but that save money. For instance, new, stronger and lighter bumpers that are made with fewer parts and are faster to install; a more reliable antenna inside the rear window to replace the power antenna on high trim-level Camrys; and panel fasteners that are painted, rather than zinc-plated, and easier to install.

Here's a fact sheet that the Associated Press put together concerning the new 1997 Camry:

TYPE:		Midsize 4-door sedan (coupe and wagon dropped for 1997).
ENGINES:	2.2-liter 4 cyl.; 3-liter V-6.
TRANSMISSIONS:	5-spd. manual; 4-spd. automatic.
COMPETITION:	Honda Accord, Ford Taurus, Nissan Altima,
                Mitsubishi Gallant, Chrysler Cirrus, 
                Mazda 626, Chevrolet Malibu, Pontiac Grand Am.
PRICES:		Range from base CE at $16,398 to top-of-line XLE at $24,018.
NEW BIG
FEATURES: 	Optional traction control, built-in child seat;
                antilock brakes standard on all but base CE version, 
                more horsepower; sport package with stiffer suspension 
                available in spring.
NEW LITTLE
FEATURES:	Front and rear cupholders than can hold a square juice box,
                overhead console that can hold a garage door opener or 
                sunglasses, tissue holder, sun visor extenders, 12-volt 
                power socket.
TARGET BUYERS:	Baby boomers and ``trail boomers'' with families,
                median age 43, 44 percent male, 75 percent married, 
                65 percent college educated, median household income 
                $60,000.
SIBLINGS:	Lexus ES300, Toyota Avalon and a new minivan Toyota plans
                to introduce in 1998 are based on the Camry ``platform.''
PLANTS:		Georgetown, Ky., and Tsutsumi, Japan.
HISTORY:	First generation 1983-86; second 1987-91; third 1992-96.
SALES:		328,595 sold in 1995, compared with 341,384 for Honda Accord
                and 366,266 for Ford Taurus. Camry ahead of that pace for 1996.
THEME OF NEW
AD CAMPAIGN:	"Better than ever."

Paul Dever -- The Auto Channel