Hammer Time: Toyota: A (Cross Out Smart) Safe Choice

I drove a Toyota Camry for 12 years and 239k miles. My two brothers also drove Camrys. My mother drove a Camry. Even my father drove a Lexus that was just a gussied-up Camry. All these Camrys were bought because there was a time when Toyota offered a car that truly few others could match. Quality, longevity, durability. They seemed to always be two clicks above the competition in virtually all respects. But now, it’s a very different story.

Most cars will last well over 200k miles these days. Issues? Sure there’s Chrysler- and the Daewoo-derived offerings. But Ford, Nissan, and even once lowly Hyundai now offer excellent quality with typically more features for a very fair price. Toyota has been on what can kindly be called a decontenting and blandification spree these days. The former is what everyone does to varying degrees, and Toyota was actually once the true expert at hiding automotive cheapness.

These days, most of the “nice” interiors in a given car class are simply not from a Toyota. A Fit and Versa have far nicer accommodations than a Yaris. Civics and Jettas . . . heck, even a Suzuki SX4 exudes more interior forethought than a Corolla. So where does this leave Toyota?

In my humble opinion, they’re headed nowhere fast. Scion has become a failed brand with cars that look a bit like pregnant lizards. The social equity that the first generation xB and tC have been replaced with overweight blobs that really don’t attract anyone but those few looking for a safe and pseudo-youthful Toyota. If Toyota doesn’t stop trying to inflate Japanese-styled cars for the American market, Scion will become a damaged brand.

The non-youthful Camry has effectively become a Buick. It’s a safe choice. A big car. But it doesn’t offer even a minute level of excitement and involvement that a Fusion, Altima, or Accord can offer. Ditto for the Corolla versus anything else out there that isn’t being made by a nearly bankrupt offering. SUVs and minivans? Toyota still has IT here. But those are niches where profits and volume are few and far between.

Finally, we have Lexus.

I’ll say it right now. If Hyundai ever learns how to market the Genesis, Lexus will be in trouble. If Mercedes ever gets their quality act together and starts winning awards, Lexus won’t have a prayer. The former has the means to undercut Toyota and will gladly do so in order to gain marketshare. Mercedes still has a stronger prestige pedigree in the states and their cars are finally re-integrating the driving experience that made their cars so successful until the mid-1990s. A Mercedes sedan now involves drivers (thank God). Coupes and convertibles? Lexus hasn’t offered a remotely competitive product for over a decade.

We may be coming to a point in the market where offering a “quality” reputation simply isn’t enough. If that’s the case, the Toyota recipe for success will be in desperate need of some extra ingredients.