Toyota PH launches all-new Camry

 

Just when industry pundits were pronouncing the death of the midsize passenger car/executive sedan in the automotive market, here comes Toyota Motor Philippines (TMP) with the all-new 2019 Toyota Camry.

TMP has reason to defy the current market trend favoring SUVs and other light commercial vehicles.

Dubbed as the King of Sedans, Camry continues to be the medium passenger car (PC) segment leader with 45 percent market share, although only 286 Camry units had been sold year-to-date as of November 2018.

The Camry has two major competitors in this country: the Honda Accord (16 percent market share) and the Mazda6 (13 percent.)

Aside from leading the medium PC segment for 16 years since 2002, the Camry brings to the Philippines in its 2019 iteration the totally new, cutting-edge design and engineering standards that will redefine all Toyota vehicles from now on.

TMP offers the new Camry in two variants: the 2.5V (P1.992 million) and 2.5G (P1.806 million.)

Extroverted exterior

Launched at the Grand Hyatt in Bonifacio Global City last Thursday, Toyota’s flagship sedan has undergone a radical full model change manifested by a sportier, longer and lower profile that replaces the Camry’s traditionally staid, if boring, exterior.

Toyota’s chief designer describes the Camry’s extroverted new look as “sensual-smart confidence” that appeals to the senses via its aggressive Lexus-influenced front grille with a gaping lower maw, low-slung stance, and flowing creases on the flanks.

New global architecture

The 8th generation Camry is built on the Toyota new global architecture (TNGA) that enhances agility, visibility and stability by combining a center of gravity lower by one inch with a new double wishbone rear suspension system.

Because of the TNGA, the new Camry delivers sharper response with little body roll, nimbler handling, and a supple ride.

As for visibility, Toyota reduced the thickness of the Camry’s instrument panels, and lowered the hood, cowl, and beltline to increase the forward field of view.

Strengthened ring structures around the body frame make the Camry more stable and sturdier, especially at high speeds on undulating roads, Toyota claims.

LED headlamps, LED daytime running lights, LED taillights, dual exhaust pipes, and parking sensors at the rear complete the external package.

Roomy cabin

With a two-inch longer wheelbase, lower roof and lower seating position, the Camry offers a comfortably spacious cabin with generous rear seat legroom and knee clearance.

Instead of resembling a slab, the dashboard is bisected by a wavelike metallic trim with the triangular center stack angled toward the driver.

Leather-clad seats, three-zone automatic climate control, illuminated entry system, a 7-inch multi-information display, heads-up display, three driving modes (Sport, Eco, Normal), rear seats equipped with power recline, and a touch panel that controls the aircon and sunshade are standard interior features in the 2.5V variant.

 

Powertrain

For the Philippine market, Toyota has chosen the Asean version of the 2.5-liter, 4-cylinder, 16-valve, DOHC, dual VVT-i engine paired with a 6-speed automatic transmission, and producing 184 ps (181 hp) and 231 Nm max torque.

Safety

Seven airbags, smart entry, push start system, electronic parking brake, hill start assist, vehicle stability control, disc brakes fore and aft, anti-lock brake system with EBD, and brake assist are standard equipment in both the 2.5V and 2.5G.

Target market

Currently, according to customer profile research conducted by TMP, the Camry is popular with customers who are 40 to 44 years old, 57 percent male, 43 percent female, 93 percent married, and earning an average monthly household income of P240,000 to P260,000.

The overall exterior style is their primary reason for purchasing a car, and they use the Camry with a chauffeur driving it.

This opens up a new target market for the 2019 Camry.

At the media launch, TMP first vice president for Brand and Product Planning Cluster Cristina Arevalo revealed: “Our target is to keep our current customers, and appeal to those who like to self-drive and prefer a sportier design. We are highlighting the Camry as the executive sedan of choice.”

Showing new verve, TMP’s key message in its marketing campaign is The All-New Camry: Experience the Extraordinary and The All-New Camry: Exude Extraordinary.

TMP aims to sell 40 to 60 units of the 2019 Camry a month, Arevalo said at the press conference following the media launch.

That is an ambitious target, considering that up to end-November this year, TMP averaged selling only 26 units a month.

But knowing TMP, which has bagged the triple crown in sales for 16 consecutive years since 2002, exuding extraordinary effort to achieve a marketing goal is not an impossible dream.