Classifying Boring

The 2018 Toyota Camry received plenty of attention at the Detroit Auto Show. I noticed that it follows the latest design trend of incorporating a floating roof. But this is just one of the differences between this version and the outgoing Camry. Efforts have been made to make the Camry look like a junior Lexus. The taillights borrow styling cues from the LC500 coupe and the fascia is reminiscent of what is seen across the Lexus lineup. Overall, it builds upon the styling of the current Camry by making every line edgier and more aggressive.

Toyota CEO Akio Toyoda has made a vow to no longer produce "boring" cars. He points to the new Camry, the C-HR, and the 2017 Prius as examples of how he is trying to change his company's stodgy image around.

Toyota cars of the past have been generically styled for good reason. Increased design details require more specialized production methods, which in turn increases the risk of defects. However, new metal stamping innovations have made it possible to recreate designers' sharp creases and edges without splintering the sheetmetal in the factory.

Expressive styling is all well and good, but Toyoda seems to be missing the point in what makes a car less boring. After all, BMW cars are promoted as the ultimate driving machines, yet they have followed the same basic design style for more than 30 years. In a recent Car and Driver comparison test, the Toyota Prius Prime was soundly beaten by the Chevrolet Volt. The editors deducted points for the Toyota's styling which they thought was overwrought at best and offensive at worst. They joked that the car's excellent coefficient of drag is due to the air refusing to touch anything so ugly. Compared to the Volt, the Prius was measured at being slower and less efficient to run. If Toyota is serious about building exciting cars, they should start with the powertrains and then choose a design.

Toyota's signature technology remains its hybrid synergy drive. Toyota offers a hybrid options on four of its models in addition to four separate Prius models. Perhaps Toyota could reposition its hybrids as sporty options much like Porsche has done with the recently unveiled Panamera Turbo S E-Hybrid. That car builds upon technology first introduced in the 918 Spyder. It is able to deliver astonishing performance figures considering its hefty weight. Can you think of any other car which weighs 5200 lbs., yet can accelerate from 0-60 mph in 3.2 seconds? Porsche is committed to hybrid technology development as a means to reduce dependence on fossil fuels. However, they are not leaving driving enthusiasts empty handed. The message that Porsche is preaching is if you want the fastest one, you need to get the hybrid.

Right now Toyota is painting itself into a no-win situation. It is creating edgy cars yet is not giving them the sporty performance such looks suggest. On the other hand, I'm afraid that those who appreciated Toyota's conservative styling approach will feel alienated by their new design direction. They will likely flock to Honda, Ford, or Chevrolet which offer tastefully elegant cars along with engaging driving dynamics.