#2018ToyotaCamry

As all-new 2018 Toyota Camrys begin to trickle into Toyota’s U.S. dealers over the coming weeks, take a close look at the VIN.

It’s viewable through the windshield on the driver’s side. See that first number? It’s likely a 4, which means this Camry was built in Georgetown, Kentucky.

But there’s a chance that the VIN on the new 2018 Camry sitting on your local Toyota dealer’s lot doesn’t begin with a number at all.

You’re looking at the once-coveted J-VIN. Ooh la la.

Excited at the prospect of an all-new midsize sedan despite a drastic decrease in demand for midsize sedans, Toyota is ramping up employment at the Camry’s assembly plant in Georgetown, Kentucky.

With 700 additional manufacturing workers helping to launch the 2018 Toyota Camry, employment at Toyota’s Kentucky facility grew to 8,000, more than at any point in the plant’s three-decade history.

Toyota also builds Avalons and Lexus ES350s in Georgetown. (The Venza, a former Georgetown wagon, is dead.) But it’s the Camry, especially this all-new 2018 Camry, that will bring glory to the Kentucky plant if glory can indeed be brought.

Jack Hollis, the Toyota division’s group vice president and general manager, strongly believes the Camry is the beginning of a pro-sedan wave in America. In an extended interview with Autoline, Hollis spoke highly of the 2018 Camry’s potential, and of the potential for the entire car sector once the Camry stimulates demand.

“I think you’re going to see the entire sedan market pick up,” Hollis told Autoline, before hedging only a bit. “We’ll see a year from now.”

The 2018 Toyota Camry will be priced from $24,380, including delivery, when it goes on sale this summer — a $425 increase compared with the base 2017 Camry.

Riding on an evolution of the Prius and C-HR’s Toyota New Global Architecture, the 2018 Camry is an all-new design for the first time since the 2012 model year. Market positioning is key, even for a Camry that’s been America’s best-selling car for 15 consecutive years, as demand for midsize sedans is quickly falling and even Toyota is seeing greater interest in the RAV4 than the historically dominant Camry. With new competitors approaching from Honda and Nissan, Toyota isn’t fooling around with this hugely important launch.

All eighth-generation Camrys are equipped with an eight-speed automatic. There’s essentially no tangible weight increase. The Camry offers the most standard horsepower in the midsize segment, the optional 3.5-liter V6 now produces 301 horsepower, and all Camrys now include Toyota Safety Sense P with pedestrian detection, radar cruise control, lane departure alert with steering assist, and auto high beams.

Perhaps most notably, highway fuel economy jumps all the way to 41 miles per gallon; above 50 mpg for Camry Hybrids.

The all-new 2018 Toyota Camry’s new 2.5-liter four-cylinder base engine generates 203 horsepower in the entry-level model, 206 horsepower in the 2018 Camry XSE.

This means the eighth-generation Camry offers the most standard horsepower of any car in America’s midsize segment, at least for the time being.

We know not yet what the 2018 Honda Accord will bring. Honda released some engine details last Friday, including information that reveals the death of the Accord’s V6 and future reliance on the 1.5-liter turbo from the Civic and CR-V — as well as the 2.0-liter turbo from the Civic Type R. But we don’t know how much power Honda, notoriously not a participant in any horsepower war, will allow the Accord’s basic 1.5T to produce.

Meanwhile, the Camry’s upgrade engine continues to be a 3.5-liter V6, and Toyota’s gone and done the right thing with that powerplant, too. Moar powah.

“When you get into next year and you look at 2018, I believe with these three products
and the excitement they bring back to that segment, I don’t see it falling anymore.”
– Jack Hollis, Toyota Motor Sales USA’s VP of marketing

U.S. sales of midsize cars tumbled by more than 250,000 units in 2016 even as new vehicle volume rose to record highs. The rate of decline was sharper than the decline experienced by the car sector at large. Only Chevrolet, with the all-new Malibu, and Subaru, with the relatively low-volume Legacy, sold more midsize cars in 2016 than in 2015.

Fleet sales excluded, retail data manifests a worsening of results as the year wore on. According to J.D. Power’s PIN December Industry Health Report, midsize car market share fell below 10 percent for the first time ever.

But Toyota USA’s marketing chief, Jack Hollis, believes 2017 could mark the end of the midsize decline, and 2018 sales of midsize cars could even begin to increase.

Toyota is hoping to inject some vigor and flair into the best-selling car in America. With the midsize-car market shrinking thanks to affordable gas and a generational shift toward crossovers, the Camry has lost ground for the second consecutive year. While it is undeniably clear that something needs to be done to recapture buyers’ attention, the methodology behind Toyota’s response is more enthusiastic than sound.

The company says the 2018 Camry has a new “emotionally-charged design,” but the mood its designers tapped into must have been bitter sadness. It is an almost unfortunately futuristic modeling of a car. Following some of the Prius’ head-scratching styling cues, the Camry’s new look stands to be extremely polarizing.

Its face is exaggerated and slightly hostile, though the merkinized grille seems to be covering up a damaged — or perhaps missing — piece of bumper. Thankfully, appearances aren’t everything.

Midsize cars just don’t excite like they used to. North American buyers have happily made the switch to voluminous crossovers and SUVs, turning the once top-ranked segment into a raisin on the vine.

Toyota hopes to change that, announcing that next month’s North American International Auto Show will reveal the next generation of the first midsizer off anyone’s lips — Camry. Perhaps realizing that name recognition and safe styling is no longer a surefire plan for sales dominance, the automaker has scheduled its uber-sensible sedan for an image makeover.