The world debut of the new 2012 Toyota Camry marks a big point for Toyota Motor Corp. and their future. Because the brand has lost a significant amount of sales to rivals like Hyundai, ToMoCo wants to fight back…hard.
“They (Toyota) have been given a black eye over the past three years for different things, some beyond their control and some that showed kinks in their armor,” said Ed Kim, an industry analyst for AutoPacific Inc., referring to events such as the economic recession, recalls and the Japanese earthquake in March.
At its global launch, ToMoCo went above and beyond with the new 2012 Camry with PR events taking place all over the US, one of which took place at Hollywood’s Paramount Studios in Los Angeles featuring a New York City-themed backdrop with over 200 actors, dancers and musicians.
“It really starts with the all-new Camry; Camry is the keystone of the brand,” said vice president of US sales for ToMoCo, Bob Carter. “Then the cadence comes faster than I’ve seen in 30 years with Toyota.”
To further elaborate on Toyota’s strike back, they also have some significant plans for their own lineup, Scion’s and Lexus’s lineup.
Starting with Toyota, the company will be launching their hybrid Prius v wagon, the plug-in Prius and the Prius c compact hybrid, an updated Tacoma, a battery-powered all-electric RAV4 and a revamped Yaris subcompact. Additionally, for the coming years, in 2013, the Avalon and the Highlander will get a redesign while the RAV4 will be all-new. In 2014, the Toyota Sequoia, Land Cruiser and Tundra will get a redesign. Lastly, in 215, the Toyota Corolla and Prius will be redesigned with the debut of the new FT-86.
Scion will see the new Toyota-based iQ city car and the new rear-wheel drive Toyobaru/Scion FR-S sports car. More details for Scion include a redesign for the xD in 2013 while for 2014, Scion’s A-BAT will make its debut as well.
As for Lexus, the IS and ES will receive redesigns in 2013, the LS will see a redesign in 2014 and the HS and RX will be redesigned for 2015 with the debut of the LF-A roadster.
So the next several years are shaping up to be very important for Toyota as they strive to catch up in sales.
– By: Chris Chin