Toyota’s Flagship Midsize Sedan Camry
Discontinued in Japan Since Last Year
Why Are There Calls for Its Relaunch?
Toyota’s midsize sedan Camry went on sale in 1980. Starting as a derivative of the sports coupe, the Celica, the Camry has steadily conquered the US market and is currently the best-selling sedan in the US. After first achieving the number one spot in US sedan sales in 1997, it has maintained the best-selling sedan position every year except for 2001, 2009, and 2017.
While Camry sales have continued in the Japanese market, the 11th generation model is unfortunately only sold overseas. This resulted from continued sluggish sales as demand was dispersed to other models. However, as this model was recently released in Thailand,
Falling Sales Lead to Camry’s Discontinuation
Despite selling 1.3 million units in Japan since its 1980 debut, the Camry’s popularity has waned recently. In 2021, the Japan Automobile Dealers Association reported that Camry sales totaled just 8,933 units, a far cry from the success of smaller models like the Yaris, which sold 191,000 units that same year. By 2022, sales dropped even further, falling below 6,000 units.
Sales in 2022 then fell below 6,000 units. This was due to the overall decline in demand for sedans due to the popularity of SUVs and minivans and the prolonged shortage of semiconductors due to the COVID-19 pandemic. Nissan had already stopped production of the sedan model Fuga in 2021, and Honda had stopped production of the Legend in Japan in the same year.
A Resurgence in Thailand: New Camry Features
While the Camry struggled in Japan, it recently made a successful return to Thailand, sparking interest among Japanese consumers on social media. The new Camry, tailored for left-hand-drive markets like Thailand, boasts several modern design elements, including Toyota’s signature hammerhead motif and C-shaped daytime running lights (DRLs), a feature first introduced on the new Prius.
The interior is neatly organized around a dashboard that emphasizes horizontality. Depending on the trim, a 7- to 12.3-inch digital instrument panel is installed, and the center display shows a generous size of 8- to 12.3-inch. As for the seats, the cushion shape and density have been improved, and the seat length has been increased. The headrests have been made softer than the previous model.
Despite Modern Enhancements, a Japanese Relaunch Faces Challenges
The Thai version of the Camry continues with a hybrid system based on a 2.5L 4-cylinder naturally aspirated gasoline engine. Updates to the electric motor’s output, combined with a reduction in size, have enhanced both performance and fuel efficiency. The front-wheel-drive version delivers 225 horsepower, while the all-wheel-drive variant boosts output to 232 horsepower, thanks to an additional electric motor powering the rear wheels.
All trims include standard safety features such as forward collision avoidance, lane-keeping assist, and adaptive cruise control. Upper trims offer advanced technologies such as a 360-degree camera system and automatic parking.
However, despite these upgrades, there is skepticism about a Camry relaunch in Japan. With sedans facing a “recession” in the Japanese market, even a refreshed model may struggle to achieve the success it once enjoyed.
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