A revamped sportier design and updated marketing plan has increase sales of the Toyota Camry by 40% this year and the average buyer is almost ten years younger than before.
Before its remake, the Camry was reliable but boring. Handling was average and its looks were bland. As a result, it attracted mainly baby boomers in their mid-50s who were looking for reliable transportation.
But the new version has pulled in younger buyers, knocking 10 years off the age of the average buyer, Carter said.
“We didn’t anticipate that much movement in the demographics,” he said.
One reason younger buyers are going for Camrys is a sportier version called the “SE,” which has a firmer suspension, aluminum wheels and low-profile tires:
It now makes up about 40% of Camry sales, Carter said.
The company also changed its marketing to focus more on the car’s style and handling, Carter said. USA Today, 16 Aug 2012.
Better safety and a series of technological advances have also helped sell the car. Features include ten airbags, Blind Spot Monitor, Entune, and more. Check out all of the features on the Toyota website.