Toyota Motor has decided to discontinue sales of the Camry sedan in Japan, after 43 years of being a flagship model. The move is part of Toyota's plan to focus on countries where the vehicle remains popular. Toyota has notified its Japanese dealerships that it will discontinue Camry production for domestic customers by the end of the year.However, production will continue for exports.
New Camry models will be exclusively sold in foreign markets. Production will mainly take place in the US, China, and Japan. Toyota's Corolla model, like the Camry, is also a global strategic car. The word "Camry" originates from the Japanese word for "crown." The sedan has been sold in Japan since 1980, and Toyota has sold about 1.3 million Camrys in the country. The Camry's domestic price ranges from 3.49 million yen to 4.68 million yen ($26,400 to $35,450).
As the Japanese market shifts towards smaller cars, Toyota's decision to end Camry sales in Japan is in line with its efforts to meet changing consumer demands. The company has already halted taking most new orders and will end domestic sales in phases. The move will enable Toyota to focus on other profitable and popular models in the Japanese market.
The Toyota Camry has sold more than 21 million units cumulatively through the end of 2022 in over 100 countries, according to data from Toyota and MarkLines. While the Camry has been a popular model in the US, where more than 13 million units have been sold, it has struggled in Japan due to shifting consumer demands towards smaller cars. In 2021, fewer than 6,000 Camrys were sold in Japan.
Despite being overtaken by the Toyota RAV4 in the US sales crown, the Camry remains a popular choice for American consumers due to its reliability, ease of operation, and roomy interior. The Camry has also been known to command a relatively high resale value in the used car market.
The Camry is an aspirational car in China and Southeast Asia due to its high-end image. However, in recent years, SUVs and minivans have become more popular in Japan, leading to decreased demand for sedans. In response, Nissan and Honda have both ended production of their respective sedans, the Fuga and Legend.
The current 10th-generation model of the Camry was released by Toyota in 2017, following a full redesign. With the Camry's declining popularity in Japan, Toyota has decided to focus on tailoring the sedan for the international market, where it remains a popular model.