Camry broadens its appeal to younger buyers
FORGET the cardigan set. Toyota says younger buyers are flocking to its Camry range.
But when Toyota says "younger", it means under 50.
Toyota Australia's executive director sales and marketing Matthew Callachor said not only are their customers more youthful, they are also buying more up-market versions.
Mr Callachor said the trends to a younger demographic and a richer model mix for Camry were significant for the locally manufactured cars.
"Toyota's strategy is to expand Camry's appeal, especially to younger buyers, by putting put more focus on contemporary design and improved driving dynamics," Mr Callachor said.
"It is also important for our business to encourage customers to move up the range to experience even better levels of features and equipment.
"The only surprise is that the shift to a younger buyer profile and more profitable model mix has been more extensive than we imagined."
The seventh-generation range, launched late last year, aimed to expand buyer appeal and attract a younger audience with three new Atara variants above the entry-level Camry Altise.
Atara S, SX and SL models have unique styling, including a lower-body design, sporty mesh upper grille, prominent side skirts and twin exhausts.
"As a result, there are now significantly more people under 50 buying Camry - an increase of more than 20% compared with the previous generation," Mr Callachor said.
"At the same time, sales of the higher-grade Atara sedans are now accounting for more than one-third of all Camry sales compared with around 20 per cent for the previous generation."
Meanwhile, Toyota has released a special-edition Camry Atara R that gains about $3000 of safety, performance, comfort and appearance features compared with the Camry Altise on which it is based - retailing for $31,820.
Many of the added features were previously exclusive to the more expensive Atara models, including the front sports bumper and grille, sports side skirts and a dual exhaust diffuser, which boosts maximum power by 2kW.
Its higher specification also includes 17-inch alloy wheels in lieu of 16-inch (including a full-sized spare wheel), front foglamps and a special-edition badge.
Inside, Atara R has the added features of premium three-spoke steering wheel (with audio controls), 6.1-inch screen display audio and reversing camera with fixed guidelines^.
Camry Atara R special edition is offered in a choice of exterior colours: Diamond White, Silver Pearl, Graphite, Eclipse Black, Wildfire, Magnetic Bronze, and Reflex Blue.