Camry gunning for user-choosers

Toyota launched its new four-cylinder Camry yesterday with a clear message for Honda, Mazda and Subaru: We're gunnin' for ya!

Developed concurrently in the USA, Japan and Australia and destined to be built in six plants across the globe, the new car is longer, wider and more roomy than the model it replaces. It's also sportier too, claims Toyota, and well-suited to its new role of grabbing sales and new customers in the burgeoning medium car segment.

Toyota believes the segment, which has seen private (ie: non-fleet sales) grow from 35,673 in 2004 to 42,332 last year, (in the same period private large car sales shrunk from 43,776 to 34,129, claims Toyota) will emerge as the battleground of the local industry.

Identifying the previous Camry as lacking driveaway appeal and the prestige qualities required to make it in this user-chooser dominated arena, it says the new car delivers these qualities and the value-for-money equation to steal sales from the current class leaders.

"Camry has taken a quantum leap in desirability," Toyota Australia's senior executive director sales and marketing, David Buttner, said at yesterday's launch in Sydney.

"The level of styling and the quality of its appointments and fit-out make Camry a direct competitor to medium imports and a serious alternative to locally-made large cars. It is now far more than a value-for-money entrant in the medium car market," Buttner said.

Backing up the company's claims, there has been a significan upgrade of the standard specification of the three existing Camry model grades and a new Grande range-topper.

The first time the premium nameplate has been used in the Camry segment, the Grande hits the market at $39,900 with standard features such as climate control dual-zone aircon, wood-grain finishes, leather trim, sat nav, sunroof, power windows and rear shade, upgraded brightwork and safety aids including curtain airbags, vehicle stability and traction control.

Not forgetting fleet sales, however, the Camry range kicks off with the five-speed manual Altise at $28,000 -- an increase of $350 on the outgoing model. The Altise is powered by Toyota's stalwart twin-cam multi-valve VVT-i 2.4-litre four-cylinder engine. Now rated at 117kW/218Nm, it is the sole engine offered across the Camry range.

Toyota says the base model features around $1700 worth of added value compared to the current Camry. Standard inclusions are: twin airbags, ABS brakes with EBD and EBA, aircon, cruise control, power windows and mirrors, remote central locking, power lumbar support adjustment for the driver's seat and auto headlamps.

Featuring the Toyota's new five-speed self-shifter, the auto-equipped Altise asks a $1500 premium.

Above the base model, the Camry model structure splits into luxury and sports 'arms'. Next level up in the range is the auto-only $33,000 Alteva. The Alteva adds considerably to the Altise's standard spec including side and curtain airbags, dual-zone air, alloy wheels, upgraded trim and sound plus power driver and passenger seats.

The range-topping Camry 'luxo' is the Grande as noted above.

Camry buyers looking for a little sizzle (Toyota says they exist!) have just one choice… At least until the company's recently-formed TRD performance arm gets to work on the four-cylinder engine. (No certainty at this stage -- Ed). The sole Sportivo sports model features tweaked suspension settings and chassis and equipment upgrades. It's priced from $33,000 for the five-speed manual. An auto is also offered at $34,500

The Sportivo is a wholly Australian-developed variant. The work of Toyota's local engineers, its suspension and bodywork tweaks will be 'exported' to the US in the shape of that market's new sporty Camry, the SE.

Real exports will be a large part of Toyota's strategy for the new Camry. According to Buttner, the company will export around 80,000 Camrys per year by 2008.

The first shipment of export Camrys left for the Middle East two weeks ago. These cars feature Australian-engineered suspension and chassis calibrations for the first time.