All-New Toyota Camry Ignites the Senses

All-New Toyota Camry Ignites the Senses

All-New Toyota Camry Ignites the Senses

The all-new Toyota Camry is here with a striking new look and a hot new marketing campaign that’s set to tap into drivers’ emotions and the sensations they will feel when driving the vehicle. While purchasing a Camry continues to be a smart and rational choice, the 2018 Camry now delivers the magic and excitement drivers crave. These emotions are highlighted in the “Sensations” campaign, which compels drivers to love the new Camry for all the “wrong” reasons. The campaign will cover multiple media channels, including broadcast, cinema, social, print, digital and out-of-home placements.

Rather than telling customers how it feels to drive the all-new Camry, this campaign shows them through impactful and evocative imagery that clearly conveys a specific feeling generated by some aspect of the Camry’s styling, safety, technology and performance. The goal of the campaign is to introduce people to an inspiring, more emotional, more exciting driving experience that will make every driver feel special.

The fully-integrated campaign was developed under Total Toyota (T2), the total market model that creates a cohesive marketing approach between Toyota’s agencies of record, including Saatchi & Saatchi, Conill, Burrell Communications and interTrend Communications.

“The launch of the next-generation Camry is incredibly important for Toyota, and we wanted to create a campaign that matched its excellence and the excitement of the new design. ‘Sensations’ perfectly conveys what people will feel driving the new Camry,” said Ed Laukes, group vice president, marketing, Toyota. “Once again, our Total Toyota agency partners at Saatchi & Saatchi, Conill, Burrell and interTrend elevated our expectations and delivered an outstanding integrated campaign resonating with what Toyota envisions and what our owners will experience while driving the car.”

Broadcast
A total of eight broadcast spots were developed using multicultural insights aimed at a transcultural audience. The commercials highlight specific vehicle strengths while introducing customers to the emotions they will feel while driving the vehicle.

Four broadcast spots feature dynamic visual imagery along with legendary music hits meant to bring emotion to life and tell the story of the all-new Camry. In three spots – “Thrill,” “Wonder” and “Indulge” – the music of classics like Queen’s “Don’t Stop Me Now,” Roxette’s “The Look” and “What a Wonderful World” allow the vocals to act as an emotionally powerful narrative. In a fourth spot, “Wild,” the powerful sounds of Suzi Quatro’s “Wild One” drive an exciting new vision of how it feels to drive the all-new Camry. Every spot is supported by near-musical sounds recorded directly from the Camry itself.

“Striking” and ”Rebellious” communicate the kinds of emotional highs the Camry can inspire, represented by high-octane beats and fast-action editing. “Strut” transforms a routine run for pizza with a cool slice of style. And “Captivating” captures the bond between parent and child as they discover together the thrilling features in their new car.

Digital

In the “Sensations” digital campaign, users are invited to interact with the creative in combination with unique video content. Additionally, an interactive ad unit will highlight various features of the Camry by providing an auditory experience delivered to mobile devices. When opened, users will be prompted to tap bubbles titled “rebellious,” “thrill,” “serenity,” among others, that take them into a series of interactive experiences with sound by a simple movement of the phone or finger on the screen. A different creative execution incorporates ASMR technology (autonomous sensory meridian response) – a tingling many people experience when listening to certain sounds – to magnify sensations, create rich sight and sound content and highlight the extraordinary features of the new Camry.

Social

An innovative social media campaign takes a unique approach to targeting Twitter audiences. Short social videos, each coming to life with different emotion-eliciting emojis, will be targeted to Twitter users based upon their recent emoji use on the platform. The “Sensations” campaign marks the first time this advertising strategy – with custom-built creative – has been employed by an automotive brand on Twitter.

Additionally, a series of artistic snackable videos playing with visual metaphors for the feelings that the new Camry will provoke will be featured on Facebook and Twitter. Utilizing a variety of assets like snackable videos, stills and GIFs, Instagram will create a collage that displays the vehicle, its features and the feelings it elicits.

Print & Out-of-home

Print ads will use broadcast campaign visuals to push the emotional envelope for the all-new Camry sending senses into overload and encouraging drivers to indulge, wonder and stay wild. Using CGI (computer generated imagery), the Camry print campaign features nine traditional print placements along with an experiential magazine insert in targeted publications that allows the reader to feel the sensational impact of driving the new 2018 Camry. With the out-of-home campaign, the brand-focused creative prominently features the new vehicle and logo in front of a distinctive wall of stylized auto parts, utilizing a similar look and feel to that of the print executions.

About the 2018 Toyota Camry

The eighth-generation Camry has gone through a total evolution, from a proven, dependable and safe car to one that also possesses a more exciting and emotional character, thanks to its newfound sporty performance and eye-catching style.

The new Camry utilizes TNGA (Toyota New Global Architecture) which represents a completely new strategy to the way the company designs, engineers and packages its vehicles. TNGA retains all of Toyota’s traditional values of superlative build quality and safety while injecting a fun driving experience that plays on all the senses. The physical manifestation is the usage of a new engine, transmission and GA-K platform.

courtesy: pressroom.toyota.com

Toyota Unveils Completely Redesigned Camry

Toyota Unveils Completely Redesigned Camry

Toyota Unveils Completely Redesigned Camry

Toyota Motor Corporation announces the launch of its completely redesigned Camry in Japan and the start of sales at all nationwide Toyopet, Toyota Corolla and Netz dealers (including Tokyo Toyota dealerships).

The original Camry debuted in 1980 as the rear-wheel drive Celica Camry. Initially sold exclusively in Japan, it was renamed Camry in 1982 and was redesigned as a front-wheel drive sedan for global markets. Since then, the Camry has evolved into Toyota’s global midsize sedan, sold in more than 100 countries worldwide. Cumulative sales have topped 18 million vehicles5, including unparalleled success in the United States, where it has been the best-selling passenger car for 15 consecutive years6.

The new Camry design aims to test the limits of performance and intelligence, infusing the high-end sedan with a refined feel. The design team began with a blank slate, using Toyota New Global Architecture (TNGA) as the basis for the all-new platform, units, electronics, and other core components. The result is a striking emotional character, stunningly beautiful design, responsive driving, and premium ride performance. Augmenting these core features are a Human Machine Interface (HMI)7 to make driving easier, a high-class interior cabin with well-cut features, and state-of-the-art active safety systems. The new Camry redefines the standard for high-end midsize sedans.

Toyota Unveils Completely Redesigned Camry

Exterior Styling

The TNGA-based design has lowered the engine and passenger layout to create a striking silhouette emphasizing a low center of gravity.

Front
  • Toyota’s original Keen Look* design philosophy instills the Camry with a unique character, juxtaposing a slim upper grille with a bold, three-dimensional lower grille. The low center of gravity accentuates the overall wide stance.
  • The Bi-Beam LED headlamps feature three-level stacked LED clearance lamps that provide high-quality visibility, offering a wide periphery and range of vision.
Side
  • The lowered hood and fender, along with low belt lines extending along the sides, accentuate the tires and low center of gravity.
  • The rearward extension of the roof produces a more spacious interior and dynamic exterior proportions. Compact side windows lend the body a sporty, energetic feel.
  • The rich intonations and sharp lines of the body combine to create glamourous molding.
Rear
  • The wide stance produces a sporty look, while the raised shoulders lend a sense of stability and style.
  • Striking LED lamps generate linear lighting, and the wide-set design evokes a sense of class.

 

Interior

Toyota Unveils Completely Redesigned Camry

  • Spacious and sporty cockpit

    The instrument panel has a sleek look and feel driven by TNGA’s vision, incorporating compact parts and an innovative layout. The new package, achieved by the lowering of the engine hood, cowl, belt line, and other features enables increased expansive outward visibility and results in a sporty, spacious interior.

  • Merging advanced interfaces with sculpted form

    The navigation display, color head-up display1, and multi-information display are integrated to present information in a way that optimizes the driver’s operational view and visual movements that allow the driver to focus on driving. The center cluster panel, which controls the navigation and heater settings, adopts a flush-surface2 design. The adoption of cutting-edge interfaces creates a point of distinction.

  • A rich, distinctive feel and superior craftsmanship

    The metallic instruments are arranged in a seamless flow, while multiple colors and materials are coordinated perfectly to create a singular look and feel, including the use of a tiger-eye motif for the ornament panel. Altogether, the interior has a distinctive sense of quality attained through the fastidious attention to materials and rich feel.

Toyota Unveils Completely Redesigned Camry


Platform
  • The responsive driving performance originates from the optimal weight balance offered by the newly designed TNGA-based platform and exceptional vehicle stability. Additionally, with its lower center of gravity, the Camry achieves exceptional stability and minimal sway during high-speed driving.
  • All four of the engine mounts are hydraulic engine mounts (a first for Toyota), and the optimized placement of the mounts minimizes vibration and noise to ensure an exceptionally smooth ride.
  • The suspension features newly developed MacPherson struts in front and double wishbone format in the rear, ensuring responsive driving and premium ride performance.
  • The parallel rack electronically controlled power steering features responsive handling. The newly developed steering column enhances rigidity and improves steering ability.
Body
  • The body adopts a ring-shaped frame which limits torsional movement to ensure superior control stability. Body rigidity is further enhanced through the use of Laser Screw Welding, a state-of-the-art welding method for vehicle bodies, and structural body adhesives. The extensive use of ultra-high-tensile hot-stamp steel throughout the Camry reduces its weight while improving collision safety.
Powertrain
  • The new Camry combines an all-new TNGA-based 2.5-liter Dynamic Force Engine, offering maximum thermal efficiency of 41% and high output, with the ever-improving hybrid system (THS II) to deliver fuel efficiency of 33.4 km/liter―top class among vehicles with similar engine displacement―and exceptional driving performance.


courtesy: newsroom.toyota.co.jp

Toyota Kentucky launches production of cutting-edge Camry

Toyota Kentucky launches production of cutting-edge Camry

Toyota Kentucky launches production of cutting-edge Camry

Chad Lindon has worked at Toyota in Georgetown, Ky., for 22 years and said the 2018 Camry is the most exciting vehicle launch he’s seen, and for good reason.

“The 2018 Camry takes it to another level,” said Lindon, a Powertrain production team member. “It catches the eye. It has more horsepower, better fuel economy, and new technology that customers want. That all adds up to more job security and stability for my family.”

Toyota Kentucky launches production of cutting-edge Camry

The excitement that has been building for months peaks today inside Toyota Motor Manufacturing, Kentucky, Inc., (TMMK) as team members celebrate the launch of production of the 2018 Camry. The automaker is upping the ante by crafting an ever-better Camry that boasts an exhilarating design, refined interior, stirring driving performance, cutting-edge safety and technology, and class-leading fuel efficiency.

Lindon and co-worker Maigen Layne can’t wait to see the new models on the road. Layne, a five-year team member who works as a safety team leader in bodyweld, says “it’s the best one so far,” and plans to make it her next car. “I’m proud to work on the best-selling car in America for 15 years running. I test drove one of the first 2018 models off the line and I know it will be a big hit.”

Toyota Kentucky launches production of cutting-edge Camry

The 2018 Camry will set the benchmark in the mid-size sedan segment. It is the first vehicle in North America designed and manufactured with Toyota New Global Architecture (TNGA), a completely new strategy to the way the company designs, engineers, and manufactures its vehicles. TNGA will improve performance of all models, including increased fuel efficiency, more responsive handling, and a more stable, comfortable feel while driving.

“The launch of the next-generation Camry is important for Toyota in America, and expands the company’s footprint in and commitment to Kentucky,” said Wil James, president, TMMK. “We are proud to be the first in North America to produce a vehicle with TNGA. It’s a testament to the skill and dedication of our team members.”

Toyota Kentucky launches production of cutting-edge Camry

The next-generation Camry has a sleeker profile that offers improved aerodynamics, a lower center of gravity, and a more rigid body, allowing for a more comfortable and stable ride. In addition, engineers incorporated a number of new noise, vibration and harshness (NVH) countermeasures that were previously found exclusively on luxury models such as sound-absorbing insulation in the hood and upper and lower fender separator, as well as foam/vibration dampening materials throughout the vehicle. The driver-focused design also features the highest grade of soft touch and premium materials on all surfaces of the cabin – dashboard, instrument panel, center console, door trim, etc. Vehicles will begin arriving at dealers in late summer.

TMMK recently hired more than 700 people to support the launch of the new Camry, bringing the number of team members to an all-time high of over 8,000. The largest Toyota plant in the world, TMMK has produced more than 11 million vehicles in its 31 years, including more than 8 million Camrys.

Toyota Kentucky launches production of cutting-edge Camry

Earlier this year, Toyota announced a $1.33 billion investment at TMMK for TNGA improvements and other makeovers that will modernize and streamline the production process. TNGA allows for a more flexible production environment, which will allow Toyota Kentucky to build ever-better cars and respond quicker and more capably to customer demands down the road. Since 1986, the plant represents a $7 billion investment. Across the U.S., Toyota is investing $10 billion over the next five years, adding to the nearly $22 billion the automaker has invested in the past 60 years.

Last year, TMMK produced more than 500,000 Camry, Camry Hybrid, Avalon, Avalon Hybrid, and Lexus ES 350 vehicles, which represents nearly a quarter of the total number of Toyota vehicles produced in North America. A recent study by the Center for Automotive Research shows Toyota Kentucky supports nearly 30,000 jobs across the states (direct, indirect, and spin-off). TMMK employees live in 80 Kentucky counties, and currently Toyota has more than 100 suppliers located across the Commonwealth.

courtesy: toyotanews.pressroom.toyota.com