The all-new Camry

Latino Leaders: The National Magazine of the Successful American Latino, Feb-March, 2002

A Brief History of the Toyota Camry

In 1983 Toyota launched the Camry to replace the Corona, and this new vehicle went on to oust the Corona as Toyota's value and volume leader. The Camry was first introduced as a front-wheel drive vehicle that was available as either a four-door sedan or a five-door hatchback. This automobile promptly won acclaim from Consumer's Digest in 1986 as a "Best Buy" and has remained on the list ever since.

In 1987 Toyota introduced the second generation Camry, which featured a new 2.0L 16-valve four-cylinder engine, followed in 1988 by a new 2.5L 24-valve V-6.

Subsequently, in 1992 the third generation Camry was notably larger in every dimension and became classified as "midsize." Its engines were now 2.2L four-cylinder units and 3.01, V-6s. This new Camry was quieter, lighter, and more powerful, with better ride quality and improved handling.

The 1997 Camry, with an additional two inches in wheelbase, a lowered beltline, and swept-back windshield, had a more spacious and inviting interior than ever. In addition, it was also the safest Camry yet, meeting and exceeding all current and foreseeable crash test criteria for North America, Europe, and Asia.

In 2000 the Camry sedan featured styling enhancements that included a new front fascia with a new grill and bumper design, and multi-reflector headlamps. Camry's great styling featured new rear combination taillights with wider horizontal reflectors and a new bumper design for a smoother appearance.

The all-new 2002 Camry has been completely redesigned and now rides on its first all-new platform in ten years, making it roomier, quieter, and more powerful. The 2.4-liter four-cylinder with variable valve timing powers the Camry and generates 157 horsepower. The engines are EPA-certified Ultra Low Emission Vehicles and three model grades are offered---LE, SE, and XLE.

The 2002 Toyota Camry, with re-sculpted exterior and its new flowing interior, promises to be the one of the stars of this year's show rooms. For Latinos there will be a special interest because Toyota has launched a $160 million advertising. campaign called "The Journey of Your Life" to increase the desire in the Latino community to buy the Camry.

Toyota's unprecedented campaign is the largest and most expensive car introduction in the company's history, and it leverages the strengths of Telemundo, AOL Time Warner, Conde Nast Publications, and MSN to reach a new generation of Camry buyers. Reaching out to the Latino community, "The Journey of Your Life" campaign encompasses traditional print, television, and outdoor media, as well as a Web initiative and a coast-to-coast road tour featuring the all-new Camry.

"When putting together such an extensive marketing campaign, we knew it was important to include a significant Latino element because the Toyota Camry is favored among the Latino community," said Steve Sturm, vice president of marketing, Toyota Motor Sales, USA, Inc. "With the sleek redesign of the all-new 2002 Camry, combined with our extensive Latino-targeted marketing efforts, we believe the car will continue to excite loyal Latino consumers and draw in a new generation of Camry buyers."

The traditional print and television campaign, "The Journey of Your Life," which was developed by Conill Advertising, a subsidiary of Saatchi & Saatchi, features Latino personalities who convey Camry's appeal to the Latino market. Celia Cruz, world-renown salsa queen; Sylvia Tcherassi, up-and-craning fashion designer; and Manolo Cardona, Latino television soap opera star, all communicate the idea of achievement while unveiling glimpses of the all-new Camry's interior and exterior styling.

All this attention raises the question: what are the features of this car that inspired $160 million in advertising hoopla aimed at Latinos?

To begin with, there are eight models of the Camry, and here are they are, accompanied by their starting prices: LE Manual ($19,455), LE Automatic ($20,285), LE V6 Automatic ($22,745), XLE Automatic ($22,780), XLE V6 Automatic ($25,890), SE Manual ($20,795), SE Automatic ($21,625), and SE V6 Automatic ($24,185).

The first thing one notices is the sleek aerodynamic exterior, a sassy chassis for the new millennium. Then the Camry looks back at you with its aerodynamic multi-reflector halogen headlamps. Behind them are the 15" wheels with full wheel covers (LE model) or 16" wheels and tires (XLE and SE), available with aluminum alloy wheels (XLE and SE models). The exterior is also accented with dual color-keyed power outside mirrors and chrome side moldings. (XLE)

Improving the interior in what is already America's best selling car is no mean teat, but Toyota seems to have done it. Along with adding five extra cubic feet of space in all the new models, they have created an open design with ergonomic comfort. For starters they have multi-adjustable bucket front seats with adjustable headrests (power-adjustable on the XLE) and driver's seat vertical height adjuster, fold-down center armrest with dual cup holders, cut-pile carpeting with driver side footrest, fabric seat and door trim with integrated armrests, three front cup holders, and dual front and rear map pockets, split fold-down rear seats with fold-down center armrest, overhead console with map lights and sunglasses holder, lockable illuminated glove box, and a bi-level covered center console.