Skip to main content
  1. Home
  2. Cars
  3. News

Shout ‘I want this…I HAVE to drive this!’ about a Camry? That’s Toyota’s design challenge

Stephen Edelstein
By
next toyota camry all have more exciting styling 2014 se
Image used with permission by copyright holder

The words “excitement” and “Toyota” go together about as well as matter and antimatter. Boom! Antimatter slam!

Sure, the Japanese carmaker has had a few recent bright spots in the form of the Scion FR-S, Lexus RC F, and the FT-1 concept, but the Toyotas most people buy are as dull as insurance documents.

That’s something Toyota wants to change.

Recommended Videos

In an interview with Bloomberg at the 2014 Detroit Auto Show Kevin Hunter – head of Calty, Toyota’s U.S. design studio – said the company wanted a “more emotional, more impactful design” for the next Camry midsize sedan.

Related

The Camry is the bestselling car in the United States and, for better or worse, it’s one of Toyota’s most recognized nameplates, alongside the Prius and Corolla. Over the years, the Camry has earned a reputation for reliability, but not style.

However, style is becoming important to midsize sedan buyers. With cars like the Ford Fusion, Hyundai Sonata, and Mazda6 on the market, Toyota can’t ignore design anymore.

A reinvigorated Camry is the latest attempt to heed CEO Akio Toyoda’s call for “more exciting” models. Toyoda is reportedly pushing for a new design language based on “waku-doki,” a Japanese phrase that roughly translates to “heart-racing.” Specifically, Toyoda wants buyers to look at his company’s cars and shout, “I want this…I HAVE to drive this!”

However, designers have to be careful not to make buyers hearts race too much.

The Camry is a bestseller because it appeals to a wide variety of buyers; it has a sort of lowest-common-denominator appeal.

Toyota U.S. sales chief Kazuo Ohara told Bloomberg that there are limits to how much the company can change the Camry’s styling without alienating customers, although he said the current car is a bit too conservative.

After all, beauty is in the eye of the beholder. Hopefully Toyota can create a new design that doesn’t put people asleep, or offend them. With rivals rolling out stylish midsize sedans, it doesn’t seem impossible for Japan’s largest carmaker to pull it off.

While they’re at it, perhaps Toyota’s engineers could give the next Camry a sporty chassis and powertrain worthy of its more extroverted styling.

Editors' Recommendations

Topics
Stephen Edelstein
Stephen Edelstein
Contributing Editor
Stephen is a freelance automotive journalist covering all things cars. He likes anything with four wheels, from classic cars…
Mercedes-Benz EQG: range, price, release date, and more
Concept image of the larger electric G-Wagon

The G-Class is going electric. We already knew that Mercedes-Benz was working on an electric, small-size G-Wagon, but it looks like the company is also working on a larger G-Class SUV, in the form of the EQG. In fact, Mercedes has gone as far as to show off a concept version of the off-roader.

While there's much we don't know about what will become the production model of the EQG, Mercedes has also shared a lot about it. Curious about whether the Mercedes-Benz EQG could be the EV for you? Here's everything we know so far.
Design
Fear not -- the EQG will retain many of the design aspects of the G-Class that you already know and love but with a modern face-lift. The EQG will keep the boxy design that gives the G-Class a classic look but with some additional modern styling, at least if the concept version is anything to go by.

Read more
Rivian R2 vs. Kia EV9: battle of affordable electric SUVs
Kia EV9 GT-Line Three Quarters

The long-awaited Rivian R2 has finally been announced, and it's an excellent option for those who want an electric SUV that doesn't completely break the bank. Sure, the R2 isn't cheap -- but it's a whole lot cheaper than most other EVs out there, especially when it comes to SUVs. But Rivian isn't the only company trying to tackle the problem of the budget electric SUV. The Kia EV9 is finally available, and it too offers a modern design and a range of helpful features.

Given the fact that the Rivian R2 and Kia EV9 are two electric SUVs in a similar price range, you might be wondering which is better for your needs. That's why we put the Rivian R2 and the Kia EV9 head-to-head.
Design
Both the Rivian R2 and the Kia EV9 are actual SUVs -- not crossovers pretending to be SUVs, like plenty of other EVs out there. The two vehicles offer big, boxy designs and plenty of interior space, making them excellent options for families or those who need that extra storage.

Read more
Rivian R2 vs R1S: How will Rivian’s cheaper SUV compare?
The front three-quarter view of a 2022 Rivian against a rocky backdrop.

Rivian has finally unveiled the R2, its long-awaited attempt at a more affordable electric SUV. The new vehicle may not be available just yet, but fans of Rivian's design aesthetics and feature set are already looking forward to being able to order the new car. The R2 is targeted at being a more affordable take on the electric SUV and will sit alongside the flagship-tier R1S.

Let's get this out of the way right now: The R1S is most likely going to be a better vehicle than the R2. Rivian isn't replacing the R1S with the R2 — it's releasing the R2 as a more affordable alternative, and there will be some compromises when buying the R2 over the R1S.

Read more