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Toyota Goes Back to Drawing Board for Next-Gen Camry

No more “refrigerators” mantra pushes maker to improve styling.

by on Dec.01, 2016

Toyota offers a hint of the new Camry model it will reveal at the North American International Auto Show.

Look for an all-new, eighth-generation Toyota Camry to make its debut at the upcoming North American International Auto Show in Detroit, the automaker’s top U.S. executive confirmed today.

Calling it perhaps the most important product the automaker has ever launched in the U.S., Senior Vice President of Automotive Operations Bob Carter said the 2018 Camry will introduce a new and much more passionate approach to design and driving dynamics. The goal is to move away from the reliable but boring product that, Carter acknowledged, is often derided as a rolling “refrigerator.”

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“We’ve been criticized for being conservative in our styling. Some of you call it boring,” said Carter, speaking to reporters at a holiday gathering in Detroit. “Now we’re focusing on building a more fun-drive, stylish vehicle” which, he said, “sent shivers down my spine the first time I saw it.” (more…)