#ToyotaCamry

Toyota resisted the urge for some time. However, the reality of falling sales numbers meant the automaker had to finally pull out its wallet and start incentivising the country’s best-selling midsize sedan.

We told you earlier this month that Camry sales aren’t enjoying the same buoyancy seen after the release of the new-for 2018 model in the latter part of last year. Possibly as a result, Toyota’s discounts, initially available only to Camry lessees, now migrate to buyers.

Last year’s release of the radically revamped 2018 Toyota Camry lent buoyancy to a model seen as the troubled midsize sedan segment’s most resilient nameplate. It has history, name recognition, and a stigma for no-nonsense comfort and reliability. Could you ask for anything more?

And so, as other sedans, including the equally fresh Honda Accord, started falling away, the Camry retained its sales volume, finishing the first half of 2018 with a slight year-to-date increase. July brought bad news, however. While the Toyota brand performed worse than the industry average last month — sales fell 6 percent, year over year — it was passenger cars that earned the brand its volume loss.

And even the Camry’s partly to blame.

Toyota might have another stinky legal problem on its hands. A proposed class-action lawsuit filed in the US. District Court for the Southern District of Florida claims the automaker committed fraud by failing to properly address an HVAC problem that leaves Camry cabins in an unpleasantly scented state.

Condensation is the culprit in this issue, though the plaintiffs accuse Toyota of covering up the fact that it doesn’t have a solution.

Toyota’s not going silently into a potential future where tariffs are as prevalent as man buns and tattoos in a brewpub. In its submission to the U.S. Commerce Department, Toyota wants the government to know it’s a standout business, and that a tariff on imported automobiles and auto parts would backfire.

Even for vehicles built in the U.S., American buyers would face a steep price hike, Toyota claims. Care to fork over an additional $1,800 for a Kentucky-built Camry? Meanwhile, a Canadian supplier association representative warns of “carmageddon” if the tariffs come to pass.

The Toyota Camry holds the remarkable distinction of being a midsize sedan with U.S. sales that actually increased over the first five months of 2018. Impossible, you say. It can’t be. You’d trade your kids for a crossover, but wouldn’t stoop to pick up a “free sedan” voucher if you passed one on the sidewalk.

Well, it’s true. Year to date, Camry sales are up 2.1 percent in the United States. Last year’s introduction of an eight-generation midsizer seemed to halt the sedan’s sales decline, though we’d be fools to think it’s anything other than a temporary lift. Camry volume sunk 7.9 percent in May. June could send the model into the negative.

Toyota seems aware of this, too. Maybe that’s behind the decision to send the Camry somewhere it hasn’t been in years.

Complete the last part of the phrase in the headline up there. Yeah, it’s “master of none.” Thing is, that doesn’t apply to the 2018 Toyota Camry – it really is a jack of all trades, and it even masters at least some.

Fight it we might, but most automotive journalists, or at least most of us who grew up as enthusiasts, have biases. One of mine has been to rag on the Camry, dismissing it like so many others as a boring and beige (figuratively, not literally) commuter sleigh.

Toyota was listening, and every generation got a bit better, even if the driving dynamics part of the equation was still lacking compared to some of the competition.

Well, now that part is finally on par.

“When the mind houses two personalities, there’s always a conflict. A battle.”

So says the psychiatrist in the third-last scene of Psycho in an attempt to explain the curious behaviour of an odd motel proprietor. It’s an age-old internal conflict depicted time and again in novels and film — Norman and Mother, Dr. Jekyll and Mr. Hyde, Golyadkin Sr. and Golyadkin Jr. in Dostoevsky’s The Double, that Black Swan girl — and it’s perfectly embodied by the sportier of the “green” Toyota Camrys.

In SE Hybrid guise, America’s best-selling midsize sedan tries to be two things. At its core, it’s a competent, mature sedan, endowed with all the attributes needed to make it a first pick among car buyers. But it’s also conflicted, pressured to be something it’s not.

If these past stories tell us anything, it’s that the dominant personality always wins.

It’s 11:40 a.m. Do you know how large your Camry’s pistons are?

Odds are you don’t, and Toyota isn’t sure it knows, either. That’s why the automaker has issued a small but relatively unusual recall for 1,730 Camrys from the 2018 model year. The issue lies with the installation of pistons built to an incorrect specification.

Essentially, they’re too big for their britches.

The epic battle known as Honda Accord vs. Toyota Camry won’t end until we’re all sitting in the backseat of a driverless electric Ford shuttle bus, content in knowing we’re doing the right thing for society. Future cities, man.

Until then, there’s cars to sell, and nothing motivates buyers like price. As re-skinned and improved 2018 Honda Accord Hybrids head to dealer lots, the automaker has clearly staked itself out as the value green buy, slashing $4,505 from the previous model’s entry price. That puts the hybrid’s chief rival in an unenviable position. A base Camry hybrid now retails for considerably more, but, if overall sales numbers tell us anything, Toyota probably won’t break into a sweat after reading this news.

I spent a good chunk of Monday evening tooling around the city in a new, mainstream midsize sedan, but let’s park that jealousy at the door right now, folks.

This car was a modern twist on the “sensible sedan with a sport package that’s nearly all appearance flourishes” we’ve all become used to. The Camry SE Hybrid takes most of the standard SE’s looks — spoiler, side sills, complex grille and all — then throws in a few optional goodies as standard kit for good measure. It also makes the “sporty” Camry arguably sportier.

A Twitter discussion broke out later that night, centered around a question that nagged me my entire time behind the wheel. Who buys this particular trim?

Recall the days all those years ago (probably over a century for some of you), as the time approached for you to start driving. Some of you may have been prescribed a vehicle by the gift of a generous or perhaps spiteful relative. Others received a set stipend from the Bank of Parentus, while the rest worked at a low-end job to scrape up funds for an automotive purchase.

Today, we want to know what your aspirations were at the time; which vehicles did you desire and shop for as your first car?

Coke and Pepsi. Colt and Smith & Wesson. Bert and Ernie. Camry and Accord.

The greatest rivalries inspire both loyalty and loathing among fans on either sides of the fence, but there can be only one victor. In the automotive world, sales are the yardstick by which success is measured, as passion alone can’t keep a car model alive.

For the sedan segment, no rivalry is fiercer than that of the Toyota Camry and Honda Accord, both longstanding standouts in the midsize class. With both models taking a larger and larger share of the shrinking market, and having both received an extensive revamp for the 2018 model year, how did the two challengers perform in 2017?

In a shrinking segment increasingly dominated by two longstanding nameplates, the battle for sales supremacy is quickly resembling a U.S. election. Two main players, plus a handful of also-rans. (In Europe, this would be a very different — and probably quite confusing — affair.)

For all players in the U.S. midsize sedan market, it’s really a battle to hold on to market share, to keep sales from sliding further, as more and more customers look elsewhere for family transportation. Two Japanese offerings, the Honda Accord and Toyota Camry, loom over all other challengers. In November, one of these nameplates began putting some serious distance between it and its main competitor.

U.S. sales of midsize cars plunged 16 percent to fewer than 130,000 units in October 2017, the lowest-volume month for the midsize sedan category since the winter doldrums of January.

For almost every player, from the forgotten Mazda 6 to the recently revamped Hyundai Sonata to the all-new Toyota Camry, there were fewer U.S. buyers in October 2017 than in October 2016. In most cases, far fewer. Hyundai Sonata volume plunged 49 percent, year-over-year, as Hyundai pulls away from daily rentals, clarifying just how little retail demand the Sonata truly musters. Double-digit percentage drops were also reported by the Kia Optima, Subaru Legacy, Volkswagen Passat, and Mazda 6.

But the sharp October tumble wasn’t reserved for each member of the midsize category. Newly launched this fall, U.S. sales of the 10th-generation 2018 Honda Accord predictably improved in October, driving Honda’s share of the segment up four points to 21 percent.

It’s a familiar story.

We’ve asked you before about the particular brand you’d resurrect if given the power to bring just one back from the dead. A different Question of the Day also inquired which models trumped the previous generation by bringing fresh ideas and improvements to the redesign.

Today, we follow similar lines and ask which model was killed off too soon; which vehicle deserved one more generation.